Reported has 2 meanings..
The winnings and earnings of places needs to be reported..As mentioned here there are ways around that..We all know behind every dream is usually a great scheme..
Other reported means a trend..if action starts coming in on one side in whirlwind fashion, radar goes up..Usually this happens around rumors..etc..etc..Sportsbooks realize the difference between hot square action, and a frenzy..
Today with the internet really bringing us in to real time, the frenzy gets noticed quickly..
One other thing, the internet gambling world is vast, but like a family connected..