When you put it this way, it sounds like you are referring to plain deception, and not actual game-theoretic bluffing. Bluffing is about making non-optimal cho

When you put it this way, it sounds like you are referring to plain deception, and not actual game-theoretic bluffing. Bluffing is about making non-optimal choices for the express purpose of making it more expensive for someone else to make optimal choices. If someone knows you're engaging in bluffing, that's fine, because by bluffing you're still forcing them onto non-optimal lines. On the other hand, you would prefer people not to know that you're engaging in deception.