AK river bluff

1/2 limit hold'em, ten handed

Villains are unknowns, although the hand before this I reraised villain preflop as well, then raised him when he led into me on the flop. He folded, but he might think I'm a bit on the aggresive side, raising him two hands in a row.

Hero is CO+1 dealt A [img]/images/graemlins/heart.gif[/img]K [img]/images/graemlins/club.gif[/img]

Preflop

UTG+1 raises, middle player calls, Hero 3 bets, Blinds fold, original raiser and middle player call

Flop
2[img]/images/graemlins/heart.gif[/img], 10[img]/images/graemlins/diamond.gif[/img], 3[img]/images/graemlins/heart.gif[/img]
Checked to hero who bets, both players call

Turn
7 [img]/images/graemlins/diamond.gif[/img]
Checked to hero who bets, both call

River
2 [img]/images/graemlins/diamond.gif[/img]
Checked to hero again, what's my play?

I'm thinking the standard move here is to check and hope both villains are on busted draws. It's pretty much impossible for me to get called by a weaker hand here if I bet, so any bet on the end is definately not for value. In the actual hand however I bet, and I don't think it was a mistake.

Now we all know that the primary mistake players at this level make is playing too loose. Their loose calls are why we make money. While I think most villains at this level are too loose preflop and on the flop, I think that most players at this level are too tight on the river, particularly in big pots. In a situation like this I think I can make someone lay down a hand like mid/bottom pair, or a small pocket pair with a river bet. Often villains call down with these hands not to get them shown down, but to improve them by spiking a kicker, hitting trips etc. If they don't improve by the river, they might fold. The fact that there are ten big bets in this pots makes a river bluff even more tempting, because I only have to make someone fold a better hand a small percentage of the time to make this play +EV. Thoughts?