I only play online and find it necessary to bluff, especially when the algorithms don't like me that day and I get nothing worth playing with. I usually play what I think the value of my cards are, but for the most part this game does not reward honesty. The worst part of bluffing online has been mentioned previously, if someone calls, and lots of players online will, they are very likely to beat you on the river. My strategy lately is if I'm bluffing I'm at least holding low pair or an ace or king, but I play like I've got the straight or flush. Not very successful usually, but a few times it has helped me make it to money position.