Bet365 is a division of bet365 Group Limited and has held a UK license since 1974. They also operate over 50 land based betting offices and have over 500 employees at their head office. They offer a number of sports that aren't available on the normal US targetted sportsbooks, such as darts, handball and snooker. Another differentiator is the ability to play in-game or in-running bets. That is, you can place a bet once the game has commenced. Their lines tend to be pretty much down the line and usually the same as the other books. Vig is normal and whilst you dont see the discounts in this area, they do have a few bonuses that can make up for the standard vig. From the feedback it appears this book is a good one for the small to mid-size player. They appear to have an anti-wiseguy policy which is not a bad thing unless you are a pro bettor.
Therefore, in summary, if you are looking for a good solid book that you know will not be disappearing tomorrow then Bet365 would be the one. One to have on your list. When you join you will also receive a welcome pack including a member card, betting guide and casino software.