Cannot change target folder of Examples

[Mark81]

Usually when deploying to a remote device, I set the target.path to the desired remote directory, example:

target.path = /home/user/opcua/opcuaviewer
INSTALLS += target

But if I do so with the, say, opcuaviewer examples, qmake fails with:

:-1: error: Project ERROR: /home/mark/Qt/qtopcua/examples/opcua/opcuaviewer/opcuaviewer.pro installs target to unexpected location.

The only way is to left the variable unchanged:

target.path = $$[QT_INSTALL_EXAMPLES]/opcua/opcuaviewer

But this makes no sense, because the expected folder structure on the remote device is different than the local one!
What am I missing here?