[TheMightyJim2k]

if you're going to play the hand that way then the river play is to check call a small bet and fold to a big one. If he's bluffing with nothing you want to induce another bluff with you're now second pair hand. If he has a decent hand you are probably getting called there to often for that bluff to be +EV.

I think what we have here is a case of "bluffing with the best hand". You thought that a big river bluff was the only way to win the hand, but really you only get called by hands that have you beat, and fail to induce a bluff from all of the hands that you have beat.

bad play IMHO.