People that show bluffs are horrible people

[Albert Moulton]

The sentiments expressed in the OP are a good example of why showing a bluff is probably a good idea sometimes. Clearly, as in the case of the OP, it puts some players in a mindset of "I'm going to get that SOB next time." As a result, the next time the bluffer has a big hand, he might very well get paid off.

Personally, I try to cultivate a very tight, "solid" image. I usually don't make a big bluff unless (1) I've established that solid image, (2) I'm up against a good player who can lay down a 1-pair hands, and (3) there is enough money in the pot to make it worth my while to make my move.

But I NEVER show it when it works, because I'd rather keep those good players thinking that I usually have a big hand when I make a big bet.

But players that do show the bluff aren't horrible people. And if you feel that way about them, then you are justifying their play by letting it effect your mindset at the table. After all, that is why they showed it in the first place. Just be grateful for the free information.