People seem to get caught up on the fact that this is using bitcoin mining under the hood. The following very simplified description might appeal to more people:
BMAX is a decentralized perpetual, fair, and open lottery for a future UTXO, with transferrable tickets:
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decentralized because it is operated by a p2pool-inspired mining network (which appears to bitcoin as any other source of hashrate)
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fair because it is ultimately equivalent in expectation to bitcoin solo mining
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perpetual (repeated) because the current pot is distributed every time a mainchain block is found by the lottery participants (miners adhering to sharechain consensus)
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open because unlike other lottery schemes on bitcoin, the set of participants need not be enumerated ahead of time