Paddy Power/Betfair are an England based exchange corporation(the leader)--they are not bookmakers and dont really know what they are doing(as traditional book)
Fan Duel is a fantasy sports corporation--they know nothing about bookmaking, either
William Hill, on the contrary, is a worldwide bookmaking corporation with shops everywhere. They are true bookmakers.
So, basically, in a nutshell, Gural partnered himself with folks that really dont know what the hell is going on.......besides being 6 weeks late to the table