Personally I think these companies suck. Just need more work to make a strong good faith argument about it.
Gambling (and some other industries, in particular alcohol) come out so bad on this metric, you can practically let the industry define excessive use themselves. In order to claim most of their money comes from "healthy normal entertainment use" or similar, they'd have to claim absurd things, such as that drinking a bottle of whisky per day or spending your entire paycheck each month on slots can be healthy, normal use.
The common industry explanation is that this is because they would be unprofitable if they allowed "winners" to keep betting, which tells you everything you need to know. These businesses can only exist because they're allowed to skew the odds in their favour. Eliminate this unfair practice and the problem goes away on its own.
[1] https://www.theguardian.com/society/2022/feb/19/stake-factor...
I also find the common implementation of in-play delay poor. The way it generally works is a delay is applied before confirming the bet, anything which changes (including pricing) causes the bet to be rejected. The main reason for this is that the traders sometimes only have access to something like sky sports so their feed is quite far behind someone at the stadium. I feel like in reality it should be based on official timings.