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The 'bigger' guys simply don't need to as was stated. The risk of getting caught far outweighs the small gain in profit on the huge amount they already make.
Besides which, cheat and people DO notice and go elsewhere. The big money comes from people's belief that they can win big and for that to happen they do need regular wins. That way it all goes back with a ton more and people start to 'chase'. Reduce odds on a slot machine for example by just a couple of % and if you play often enough you notice the difference in a huge way. Do that and people go play elsewhere. Keep the odds fair and they stay and spend an awful lot more.
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