In poker it is mandatory to bluff, but you also have to be completely honest with yourself. If you don't see yourself clearly, and recognize how others see you then you will never win, in poker or in life for that matter.
The key to playing poker well is to deceive others into thinking the opposite of your actual position; so when you are in a position of strength you would like the rest of the table to perceive you as weak, and when you are wobbling you would very much like to terrify the table into believing that you hold the mortal nuts.
The problem with playing poker is that too often one ends up deceiving oneself as well. You cannot admit that a game is too tough for you, that you are one of the weakest players there and will ultimately lose this session. You cannot admit that you are not playing at your best and that you should take a break. You deceive yourself into believing that you are playing correctly and that only bad luck prevents you from winning.
Every poker player has moments like this, just like every poker player will go on tilt once in a while. The key is to make sure that these moments are the exception and not the norm. You need to take a long look into the mirror every day as as professional poker player and become your harshest critic. Acknowledge your weaknesses, play to your strengths and be honest with yourself as you lie like a televangelist to the rest of the table.
Anyone can run a successful bluff, but only the true winners can resist the temptation to bluff themselves.
You can read Marc's general musings about online poker at http://www.online-poker-insider.com. Marc is a poker nut, there's no other way to put it.