I don't agree that Exchange betting will never catch on in the US, but it will have to offer a much better rate than does Matchbook.
This is from their FAQ: "At Matchbook, we’ve opted to keep things as simple and egalitarian as possible: commissions are a rock-bottom 2% for everyone."
SBR just downgraded Mansion because they raised thier rate to 1%, so at 2% the value conscious player is rarely going to find anything. If one of these Exchanges starts offering half percent exchange fees, however, they might start doing Pinnacle-esque volume.
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