For example, what should you do if you hold, let say... AKo UTG+1
Ok, you made a bet preflop, the button called.
Now the flop comes all hearts (lets say 4 T Q.... Your move. You don't have a chance at making a flush, because you don't have any hearts in your hand.
Do you still bet 2/3 of the pot to try and bluff the opponent out?
I for one think a more rational approach would be to c/f here.