Deception is probably even more important in poker than a straightforward bluff. Thus you come out betting with a drawing hand, rather than a made one. For example holding KH 10H with a flop of AH 6S 2H in hold’em. Your opponent is more likely to think you hold an Ace than the nut flush draw. Now, wonders of wonders, the turn card brings AH 6S 2H 8H. A check may elicit a bet from your opponent, because he now represents the flush that you actually hold. If he has made a flush you have nothing to fear.  He will bet and you can get ready to go all-in. Nobody believes another player has a flush in hold’em when they themselves hold one.

Pointing your opponents in the wrong direction can be highly profitable.