It's not great but possibly through peer-pressure of previous posts, it does look like a bluff. Hands like J9 with a gutshot or an OESD bet the flop and turn, and then bet the river knowing they can't win any other way. Nothing feels better in poker when you're right about these things, so the pyschological value > BB's.
Plus, <u>we</u> all know you are not at risk of making this a habit, but your table might not have...