I currently do ALL my betting via Bet365 (unless there’s a promotion on somewhere else). However, sooner or later they are going to get sick of me winning, and will either impose a bet limit, or ban me outright.
All online bookies do this: there’s no escape. So you either move onto another online bookmaker, OR you use one of the betting exchanges.
** on an exchange, you are betting against other punters, so they don’t care if you keep winning – they get paid their commission anyway.. **
They are also running a promotion, whereby if you place a £30 bet and it loses, they give you a FREE £30 bet.
Sounds goods to me.