In terms of having better lines (particularly ML dogs). This is a recent development I have noticed.
I notice them beating even Matchy on some too.
Example: GB +125 @ 5D; +120 @ Pinny; +122 @ Matchbook
I have to think Pinny (matchy on some) are cutting back the value, cause they're almost on par with shops like BM or Greek now, because it was always (in terms of line value): 1) Matchy 2) Pinny 3) 5D.