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The casinos don't advertise "full pay", from what I've seen. That seems to be an internal term within the VP community.
In fact, most casinos have their machines set to terrible pay levels (5-7 JoB or lousy DDB paytables), so the last thing they want to do is call attention to the fact that only a few of their machines are "full pay" by today's standards.
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I actually completely agree with what Dan said above. That suggests two things: (1) "full pay" may be sufficiently a mathematical term that applying it to less than 100% machines may be not completely legal from the casinos' points of view and (2) the creepy reason I stated above may be the primary driving force for the spread of "full pay" as a non-mathematical term.
I await Rob's comments.
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The Wizard has also commented on "full pay" and its definition:
http://wizardofodds.com/ask-the-wizard/285/