Why Do They Keep Raising The Juice?

Why Do They Keep Raising The Juice? It's only the last few years that they seem to screw around with the juice when the line is 3. It's almost like they're begging you to take the Bills. Remember, the Bills suck against the spread after playing the Dolphins.
Most books are afraid to move off 3. IMO Tradewinds line is the sharpest out there right now.
When NE and Indy played, I was able to get a lot of money out of WSEX because the credit shop I use never changes the juice (NE +3 -110), and WSEX had Indy -3 +110.