Why Isn’t The Online Sportsbook A Delightful Experience?

Today I attended a workshop which took it starting point in the Kano model, https://en.wikipedia.org/wiki/Kano_model, and when I look at most sports books around today they all look the same, having the same features and mainly the same design.

Why is it that no one creates delightful experiences insted of competing on having the best deposit or withdrawal functionality? They are hygien factors which should work as smoothly as possible.

Instead sports books should focus on creating a personalized, meaningful and delightful player experience!

Have any of you seen any good examples? Please point me in the right direction! 

/Staffan