Thats a kelly criterion, basically it depends on the house on wether if they want to increase or decrease the maximum profit. Corrected some math of yours, it should be
1 x House Edge x Bankroll
It could be either 0.5x ; 1x ; 1.5x or 2x if they house are willing to take up some risk in order to lure in whale to gamble
But how is Just-dice able to set their max profit so high?
The number I see there:
Site invested: 554,737.47504713
Max profit: 136,569.72

Like the others have said its because most likely most gamblers won't even risk that much and if they do they will most likely end up going bust. Then there is also the house edge which is going against them.