Please show how this is more +EV than value betting.
+ev due to repping bluff & reaping extremely marginal calls.

think of your own thought decision process, as a decent player (as most of us posting here would like to think of ourselves as)--what are you more likely to call @ the river w/ something relatively marginal like tp tk or two middle pair: pot-sized bet in continuation to pot/2-third pot-sized bet on the river or a large, 3-4xpot overbet @ the very end after tepid action on flop/turn?