InTrade&#8217-s PageRank is now 7 / 10 &#8212-while all the other major prediction market firms are at 6 / 10.

1. It shows that the prediction market approach is paying off. Do provide journalist-friendly objective probabilistic predictions (expressed in percentages &#8211-not those fucking decimal odds), and the media will link to you, thanks to all the free-market economists who love your model and act as unpaid publicists for you. Make sure your website can resist under heavy traffic loads on Election Day, and during the occasional days where important news break. Then, milk out all this free publicity. Run registration ads allover your exchange website to attract new traders. Make money. Invest in IT &#8212-but don&#8217-t let the IT maniacs complicate your prediction exchange too much (as BetFair did).
2. Long-term, the InTrade model (based on the prediction market approach) should be more profitable, in theory. Because of legal impediment, InTrade is not as profitable as it should be, alas.