Flop the nuts and get check-raised

[Soulman]

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In short, we have to give villain the chance to make a mind-bogglingly bad mistake on the flop because he clearly doesn't like being popped OOP.

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...and because he's way more likely to get it in with a draw/worse hands than if you cold call and he doesn't improve on the turn. Obviously you get it in good close to 100% if he does improve on the turn; however, this will generally not outweigh the chance of him getting it in bad on the flop.