free publicity for a month, and than a lot of negative publicity.
it would be very short-sighted.
he'd be paying several bitcoins during several weeks on advertising, than have a somewhat nice return of investment for a month and than lose everything and get marked a scammer.
he can shut down his website after that as well.
I doubt OP would be that stupid.
Well, the link to the post I provided is discussing exactly that: depending on the amount of bets the site gets and what percentage of the winnings it keeps, this might actually be profitable. As soon as people realize it is a scam, he can shut down the site, keep whatever btc users have there, and move on to repeat the whole thing with a new site.
Also, I haven't checked this myself, but others were pointing out that the only way to contact UpDown was through this forum; the site itself offered no contact details except a thread here, which is odd.