The marketing is what bothers me the most. These books market very aggressively in app: Take Daves 5 leg parlay; Share your picks! 30% profit boost if you do a 4 leg parlay that'll never hit. Its constant engagement. Contrast this to a real bookie: Open app. Place bet. Meet once a week in parking lot. Small chatter. Pass envelope.
Reminds me of this wild story: https://www.si.com/betting/2023/09/15/fake-indian-cricket-le...
Basically, a fake "Cricket league" was setup up in rural India, complete with online streaming, play by play commentary, etc. just to fool gamblers in Russia. Worth the read.