[tacomax]

http://www.usnews.com/usnews/biztech...23casino_5.htm

Something that isn't obvious to many customers is the way some online casinos set the odds. Calvin Ayre, founder of Bodog.com, one of the world's biggest sports books, says that computers at his Costa Rican site identify each bettor and then personalize the odds. Such player profiling cannot occur in the legal sports books in Las Vegas because those casinos publish their lines in newspapers. Ayre says the individual odds are nothing more than a high-tech version of the traditional bookie's practice of taking advantage of, say, a Philadelphian's emotional tendency to bet on the Eagles. "They have the choice to take our offer or the other side," or to go to another site, Ayre says.