Ah okay. I meant 'bluff' in the sense that there's no objective value here so any discussion over created value is basically just a matter of opinion/gut feelin

Ah okay. I meant 'bluff' in the sense that there's no objective value here so any discussion over created value is basically just a matter of opinion/gut feeling/confidence. For me it was basically just a metaphor for negotiating over intangibles; without the apparent connotation of cheating your partner out of something.