[ccwhoelse?]

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if he's bluffing and you raise, he'll fold right there..

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awesome. if he's bluffing, i win the pot right away. winning the pot right away if way more EV then enticing a call or inducing a bluff. am i wrong?

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but may bet again on the river (or pick up a pair and call a river bet). you make more by being passive if he's bluffing.

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i make more if i give him and the button a chance to improve instead of taking it down right there? if i'm ahead on the turn, then raising it +EV.

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if your read is strong enough that you can rule out a bluff, then 9x is more likely than Tx. the problem with raising him if he is betting 9x is that he may again find a fold. if he'll never fold 9x here, then a raise is fine.

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this is what i see when i look into it:

ok, so he is behind on the turn.

i raise, both fold. - great
i raise, i force button out and he calls. - good
i call, button folds, he calls. - ok
i call, button calls, he calls. - not as great.

maybe i don't get a certain concept. but then again, i'd rather play it straight forward rather than getting tricky.