Bluffing is a poker tool when used properly we expect to lose some of the time therefore there is no danger involved. The danger always occurs when we act without strategy, in a vain hope of success. Learn to bluff correctly and the danger ---fear of loss--- goes away.Bluffing on the river can be powerful, but it can also be dangerous if you don't read your opponent well. Do you have your own rules about when to bluff or when to give up?