[Carmine]

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Why not check the flop?

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Checking the flop is bad for two reasons - it is sometimes the dead give away that you hit it big. Also, it lessens your ability to buy pots later on when you miss. (If you'd always check when you hit)

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Couldn't we turn this around and say that now we'll get more action when we bet our legitimate hands cause now they think we haven't hit?

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Bill you are correct. I was going to post the same thought. I also would have checked this flop giving the impression I was afraid of the Ace. It probably didn't matter in this case because I think villian's flop muck means he had a hand like 99. Once the Ace drops there is no 3-betting or capping hand that he can beat.