[brad]

'it's folded to me and i decide to 3 bet. he calls. heads up.'

this is really the crux of it right here. i mean, come on. are you really ever gonna check the flop?

so by betting 'dark', as opposed to waiting for the flop and then auto betting, you are basically just 'personalizing' it. heh

in my experience against the vast majority of players it has two effects

a) they call more often

b) they raise less (far less) (could be a function of players strength)