[yourface]

miles sklansky talks about this kind of situation in FTOP

vs some villain types it is better to bet than make a crying call on the river if they will call with more hands you beat than bet them themselves.

you still lose money on the bet so it is not for value, but you lose less than if you had check/called.

this situation doesn't usually come up in the aggressive games we play because most villains will bluff enough of the time to make c/c better.