let's be real, one reason sports are really popular is people love to gamble on them. i'll leave morality to the market, if you think of the site as providing market research for fans to (1) keep up with their loves and (2) to make actionable gambling decisions (from gentleman's bets to big bookie calls), you'll really be focusing the content on an area people need to know, as opposed to info they just want to know... sorry, i'm a journo, and call's 'em like i see's 'em...