They are trying to create a maniac table image for themselves. The next time they make a big move at the pot, they'll have the goods but want people to think they are bluffing again. The problem with this strategy is unless they are playing a bunch of idiots, their opponents should realize why they showed the bluff and shouldn't fall for the "trap."
As for showing when a guy makes an awesome laydown, that's backwards.... let him think he folded the best hand. Don't build his confidence!!!
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