[ QUOTE ]
Raising pre-flop with 72o then showing it later was standard operating procedure for John Phan throughout this year's WSOP. No one tilted but he was just probably looking to set up traps down the road.

[/ QUOTE ]

Actually, there is a 'correct' rate of bluffing, and against unknown opponents, you should bluff some. (Exactly how much to bluff is a difficult question in a game as complicated as hold-em.)

Advertising bluffs (when they work) is likely to have a psychological impact. Naively, you can expect it to create the impression that the player bluffs more than prudent, since he does not show real raises. Thus it might be worthwhile to play tight, and show all bluffs with the theory that you're playing tight while giving an impression of loseness (and thus winning on calls). Of course, this leads to mind games, since your opponent might be sophisticated and speculate that you're really playing tight and so on -- I suppose this is the infamous mind game. (In practice, we all know the appropriate tactic is to put the iocane into both glasses.) I would guess that Phan's goal was simply to get the opponents thinking about what he was doing instead of the game.