I have two friends running the marathon today and the BAA projections are driving me crazy because they are so lazy. They employ a simple average the runner has done to date. For starters they could at least weight it using the more recent 5k splits. That is low hanging fruit.
With a little more effort they could pull in terrain data and/or typical pace patterns based on where people are in the course. For instance if the 35-30k stretch is known to be difficult and runners are typically 5% slower through that portion factor it in.