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A successful book sets the spread to get equal money on each side. If there is significant middle as the game approaches, then the sports book either gambles that the middle won't happen or simply lays off the middle with another sports book, obviously at a cost. The sports book is NOT in the business of gambling; it should almost always end up with very close to an even book, and therefore not care who wins the game.
Or they're trying to get relatively equal payout on both sides of the line. Sometimes changing the payout is better than moving the line where the book has to cross a key point and stands to lose money on both sides of a likely outcome.
Example: the line starts at Panthers -2.5, a bunch of early money pushes it to -3. Not a ton of action, so you move it to -3.5, where a bunch of late money comes in. Panthers win by 3, and the books end up having to pay out on both the early money and the late money, while the small amount of money in the middle pushes. If they really want to avoid that risk, it's better to juice the payout to discourage taking the Panthers at -2.5 and encourage taking the Pats at +2.5. If you're successful, it dramatically limits the book's exposure.