When you see something along the lines of "Free Pay Per Head" or "PPH Sportsbook With No-Fee Online Payments" and the site in question goes on to explain that it is actually offering a FREE service, run, don't walk.
The pay per head service has come to stay, as a great alternative for bookies who want to clear away from having to deal with the hassle and expense of having to establish their own land based operation but want to enjoy the benefits of having their own professional online presence.