I thought we were talking nut flushes here.
If he comes back over the top on my flop bet I have to compare bets with stack sizes (which should be done after every bet). Sometimes I'll call and sometimes I'll come back over the top, depending on my read of this guy.
If the turn is a dud and I called his raise and I'm in EP, I'll usually fire out another bet, but it's the last time I invest anymore into the pot. No bluffing the river in EP.