BF did respond, but didn't answer any specifics, so I'll try to guess what the situation is. I'll also give a fuller response for the original question, but I will state that it is some time since I investigated this angle for myself, so some of this info might be out of date...
The licence for data aggregation mentions the word 'commercial', so I have to guess that if you made your own app for personal use, the licence wouldn't apply. However, if WDS added the ability to MF, then I assume they would have to pay for the licence whether a customer used that feature or not. This would no doubt put up the cost of MF. An alternative would be to have this functionality added to MF as (say) a plugin, and charge users for the use of the plugin to cover the licence cost.
As for how easy it would be to include bookies' prices; well, that's not as simple as it sounds...
Some bookies offer an XML data feed of their prices, but often access to these is allowed only if you can send potential customer traffic to that bookie on a regular basis (i.e. new customers).
There are also commercial companies offering access to bookie price data, but of course this comes at yet another cost.
An alternative is to use a web-testing framework, such as selenium (for java, although if IIRC something similar to this will appear in the jvm in the not-too-distant future anyway), which can be used to access the data from the bookies' web sites directly. There are potential problems using this method, e.g. if the bookie changes the way their pages work, the app may cease to - but there are also advantages, mainly that an app could be written to place bets at the bookie's automatically; one of the features I was particularly interested in!