River bluffs with missed draws

[Fallen Hero]

Ok, so I'm with a friend of mine (plays poker for a living, pretty successfull player), we're discussing hands and, for some reason I can't remember right now, we start talking about a standard flush draw hand where he raised the flop with position and took a free card on the turn. Now he tells me in that spot he generally bets 2/3 pot on a blank river. I tell him I think that sucks and looks pretty obvious to anyone with half a brain, he says he's used it from .5/1NL to 2/4NL with plenty of success.

I guess the point in this little rant is: wtf? Does anyone else regularly bluff after taking a free card? Does it work for you?
Of course I'm an idiot and I hardly ever take the free card, I just bet the turn way more than I should so I don't have any first hand experience.

PS: please refrain from pointing out the obvious: depends on the opponent [img]/images/graemlins/smile.gif[/img]