^ That kind of thing worked well back before the Internet when gambling was done locally. Punters in local markets are often biased and will (typically) bet on their home team even if the odds are worse than they "should be". It probably still happens in places that have an effective local monopoly, but anything with an online presence...
These days, if you tried that as a bookmaker, you would quickly get arbitraged - unless you could convince all the other bookies to do the same thing as you.
Arbitrage is one of the reasons why bookmakers will rarely stray far from the existing lines with their own opening line. There are a ton of bots automatically doing arbitrage, so it's pretty much impossible for lines to stay too far apart since the money will come flooding in on both sides.
As for who sets the opening line, it really used to be Vegas (and Churchill Downs before that), but today the earliest lines are virtually always offered by overseas bookies. BetOnline and Betcris are some of the earliest movers offering a line pretty much right after the Sunday afternoon games are over. Or at least they used to. Haven't placed a wager in while
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