I don’t know where you got the 2 years from, or life-time. We are talking about 45 day cookies here. I agree that life-time cookie is plain stupid and I think 45 days is very long, but at least give me a week, don’t instantly rewrite my cookie.
I guess it boils down to whether you are in “advertising” or “sales”. If you are in advertising you are the one sparking the interest of the player, if you are in sales, you are the one closing the deal. I prefer to think of myself as advertiser of the casinos, hence the first click is important to me, therefore I am dropping bet365. For those who are into selling the casinos, last click is the best option.