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Bet then c/r river is better.

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If he's at all aggresive, I like this better too.

I was reading ToP last night and it had a line about "people don't try to check/raise the river nearly enough". This is somewhat at odds with making sure to value bet, but at higher levels you can induce so many weaker hands to bet the river that I'm trying to go for the river check/raise more.