No, they aren't trying to guess the actual outcome. They want to middle the action and collect juice off the losers, not middle the actual spread and have everyone push. If they made Clemson a bigger favorite, they would attract more action on the Auburn side - if they made it a pick 'em then they may get loaded on Clemson.
I see a more highly-ranked Clemson at a "bargain" -3 as a possible trap. A trap is a different deal. Have a good feeling that Auburn wins straight-up, but the expectation is they should be the underdog? Then make the expected favorite look like a bargain too good to pass up, and set the trap.
Once upon a time, not long ago,
Where people wore pajamas and lived life slow,
Where laws were stern and justice stood,
And people were behavin' like they ought to good.
There lived a little boy who was misled,
By another little boy and this is what he said,
"Me and you Tike, we're gonna make some cash,
Robbin' old folks and makin' the dash."