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or maybe even more cynically, he'll use data about how his customers use his tools to further optimize his own betting strategies.

Sounds like this is the likely most profitable angle, similar to how DK employees use proprietary DK data to win at FD (and vice versa).

Your comment should be higher up the page.

There was a recent news story about how some fantasy company employee made a fortune using questionable means (possibly abusing such data)