Seeing anything from 68% to 81% of the bets on OSU. Do not know the size of the bets, so that may be keeping the line where it is. The line has actually moved towards ISU since opening.
While most games end up with the sportsbooks just collecting rakes, their big payday's are when they have a game they feel good about setting a line that will prompt bettors to go heavy the opposite way. Then they can get 70% of the field to lose, $$$.
This could be that game and the sportsbooks actually see ISU as a 10 point favorite, so they are forcing money on the OSU side for a big payday. Setting a line at ISU -7, when the average bettor sees it as an ISU -4 results in heavy OSU betting and the sportsbooks' mind gives them a 3 point margin (-10 vs -7) for error.
I don't think that is the case for this game, but it is a possibility.
I'm one of the average bettors that thinks this line is way off and should be closer to the -3/-4 homefield advantage or even a push. The last 6 games have been decided by a 7 or less points.
I don't gamble, and so I only think about this stuff occasionally, but reading what you wrote makes me think Vegas
has to think something like -10 is the true line.
It seems to me that there's only two distinct ways for Vegas to go about it: get all bets to be split 50%-50% about the line (because they have more confidence in the public than themselves) and pocket the rake, or even better (when doable), set the line right in between the two Guassian (presumably) distributions of: #1 what the public thinks, and #2 what Vegas knows reality to be (because Vegas fully trusts themselves more than the public). #3 would be some combo of the two/somewhere in between (to hedge). Lastly, Vegas would never want to set the line such that both distributions were entirely on the same side of the line because that would mean the public would always be correct (and Vegas would always lose).
We know they aren't doing #1 fully because you say 75% of the bets are on OSU** rather than 50-50, so that means they are either doing #2 fully, or partially (which would be #3). So going through scenarios...if they place the line right down the middle of the "what the public thinks" distribution, then half the public loses all the time and half win all the time, and it's a wash other than the rake. Alternatively, if Vegas places the line down the middle of the "reality" distribution, then half the time all the public loses, and half the time all the public wins, and its a wash once again. But if they place the line directly in between the "public perception" distribution and the "reality" distribution, then the entire public loses all the time*, which is the best possible scenario for Vegas.
So in our case, if "public perception" is -4 ISU and Vegas is at -7, then Vegas
must think reality is -10 ISU if they're doing #2. Vegas has no motivation to put the line anywhere that makes them less money, so, again, that means the line gets put right in between the two distributions.
For anyone that thinks Vegas is probably doing #3, hedging a bit towards #1 (public perception) because Vegas only partially trusts their own sports experts, that would actually mean Vegas thinks "reality" is
even further beyond -10 ISU (for example, -13 ISU).
None of this means Vegas is correct, of course.
*For simplicity, all this assumes the two distributions don't overlap at all, but even if they do, it still holds, but holds progressively not as strongly the more the distributions overlap.
**Actually, you said bets, not money. I'm a little unsure how that complicates things. So my above post is probably not quite right just based on this, if not for some other reason too.