I am seeing more of the positional semi-bluff raises for the free showdown all the time. You didn't reraise your hand and therefore your opponnent isn't automatically putting you on AK etc. What does he think you have? I think this hand plays totally differntly if your reraise preflop.
Alternatively if I cold call preflop I would be check raising and even cappping this preflop. I would then donk the turn and call down if raised.