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BTW, what's your plan if you get called on the turn bet? I think you have to follow through and bet any river that is not a heart.

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I disagree. If they're calling the turn they're just as likely to call the river with almost any 2-cards. The only way I'm betting the river is if I hit my straight.

And this may be the best point as to why I need to check/fold the turn - I can't really legitimately follow up my turn bluff with a river bet.

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I would think if your opponent called, there's a really good chance he has a FD, and he would fold to a blank river.