The article explains that there are other betting systems/organizations where you bet against the house, especially in early times of a new type of bet, before there is market information. These organizations try to eliminate/reduce the power of intelligent players. In financial markets the function of the house is done by market makers. You could technically burn down a market maker with superior intellect and a deep bankroll, but they generally have very deep pockets and make money at a fast rate to weather the storms.