What are your thoughts on this play - 3/6 NL heads up

[DinkinFlicka]

Let me just add that there was no rake in this game and the two opponents have played heads up many times in the past. The number of chips in relation to blinds was mainly due to wanting to get the game over with relatively quickly.

I wonder how the analysis would change if there was no mention of what the other player had in his hand.

I understand why it's a bad play to go all in on the river because only a hand that can beat you is going to call basically. What are the chances of that hand being out against you? What does this move set up for later on? How does it look when you check/call all the way then go all in? Doesn't this hand look like a bluff that may actually get a weaker hand to call?

Just wondering if any outside the box thinkers can see some merit in the play in regards to an ongoing series of heads up matches between the two opponents?