This is an interesting debate; I am enjoying this. However I still think you are wrong..
No worries, lets talk it through.
firstly re: your summary - Yes, conditional on this being "in the long run" and assuming someone with liquidity and who is aware of the risks, someone on a shoe string budget perhaps isn't better off matching as the risk of ruin applies here too!
Someone like say Rotty above, who IIRC is a keen poker player so obviously understands the risks and is happy with the variance etc.. might well have a bit of fun simply taking advantage of the free offers.
I think the issue is you need to look at the bets separately, the bets at the bookies are unchanged whether you lay or not.
Anyway, lets try this:
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Say you make a series of matched bets without any free bets being present - do you agree that you'd lose money at both the bookies and the exchange over time? If not why not?
Now with the free bets present - do you agree that you'd make money from the bookies (thanks to the free bets) and lose money at the exchange over time? If not why not?
Now if you take the exchange away, where you'd otherwise be losing money, and were to place the same bets at the bookies, what would happen over time?
(Just a note - if you don't think you'd lose money at the exchange in the long run then you don't really need the free bets in the first place - you might as well just carry on making money from betfair!)
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Just a note on vig - in your previous example you're technically talking about the overround, the vig actually would be 8/108 = 7.4% I also used the terms interchangeably earlier I think which was sloppy of me too but so long as we're both referring to the source of the bookie's profits and the reason why the bets are generally -ev then meh