Why don't you start your own site, invest your own money and time, and then you can see how much you like it for people to tell you how they think you should run your game.
I think you mean, "Why don't you copy Erik's site, piggyback off his investment, and then mislead players so that they use you instead of him because there's no other distinguishing feature."

BTCDice is NOT satoshidice
In this, at least, you're correct

Competition is the nature of free market.
I don't mislead at all. I pay more than you do. I take less percentage than you do.
If improving upon ideas or service was never done, the world as it is today would not exist.
I did not piggyback off your investment. I simply saw an idea that was good and felt I could improve it. Instead of telling you how to run your game like Dooglus thinks he has some right to do to me, I wrote all code myself, developed site myself and invested my own time and money to make changes I saw fit to make.
Same scenario causes multiple exchanges, pools, miners, etc.
I gave users a choice.