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This question really brings up the fundamental reasons for betting. Let's say it's an otherwise dry A high flop, against an opp who will never fold an A and never call with a lower PP (QQ,JJ...) when you bet. Then you have no reason to bet. You don't get value from anything in his range, and you can't bluff him, so why bet? If you're OOP and you think they bluff 100% of the time when checked to, then call them down.
Obviously you have to adjust to your opp and the flop texture, for example you can possibly profitably bet against villains who chase with second pair or with draws. Put them on a range to figure out whether they call with this type of hand often enough to make a bet profitable.
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