Using the assumption that Poker is, basically, either of two choices, I offer the following:

1. You're comfortable you've got the best hand and you do everything you can to hide that fact.

2. You're pretty sure you've got the worst hand and you do everything you can to hide that fact.

Now, if you're in situation 1, you're going to make moves which will lead the other player(s) to think you've got X, rather than Y.

Knowing that you, being the well-read, experienced player that you are, in many cases will tend to do just the opposite of what is usually considered to be the "best" move, counters whatever play you've just made with what he feels is the action which you, comfortable that you've got a good read on him, either will or will not expect.

A round of betting ensues. Another card is dealt/turned and we begin the process again. Given the action on the previous card, we now have a situation whereby...

My head hurts. I think I'm going to go lay down for a while.