It's simple: big players.
Winning players with computer and math guys keep winning. Their bankroll grows, until a play of their hits takes out every book you know of.
When these guys play, they try to hit all the books at the same time. If they hit just a couple of them (i.e. Pinnacle, Cris and Oly), the others will move before they get a bet. These big bettors identify the market leaders (the 3 I mentioned), and will usually hit off-screen first. In some cases, they can bet what they need without moving "the screen".
Another phenomenon you sometimes see is big players hitting books on SBR lines for the sole purpose of making other books move the line. In NFL, if you bet 30k at Pinny, 20k at Cris and 10k at Oly, you'd move all the lines. 60k in bet means you spent 6k on juice. If you want to bet 600k on the other side, paying 1% for a half-point isn't a bad deal.
If you're doing smaller markets, even mid-sized players can do it. 4k can move the screen in Arena football mid-week, and even NCAA baskets can be manipulated for less early in the week in smaller conferences.
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