Genuine question, why is this called a "prediction market" and not just a gambling exchange? As far as I can tell, this is no different from BetFair et al who let punters bet against each other on the outcome of the next football match? (apart from "oooh! blockchain!" and "oooh! decentralised!") I've read a lot of articles about this over the years and seen lots of lofty words about how this will change X/the world f…
You have missed nothing. It is just another traditional business implemented "on blockchain", and as usual the blockchain here doesn't add value.
In Augur you buy shares of an outcome, and the value of those shares can change day to day, and you can sell at any time. Whereas with a bookie, you bet on the outcome with fixed odds. Bookie lines may shift, but your bet will be locked in and unable to appreciate in value.
I'm not sure why bookies haven't implemented this share model, maybe its needlessly complicated.