In any live game or tournament, I believe that there is always signals from your opponent that could give away indicators of their hand strength, how much they like it, and such. Bridge may not be poker, but given that these signals are ever-present, would you try and factor this into your bidding decisions, and perhaps also your playing decisions? Also, if playing against weaker opponents, would you at all consider bidding "higher than should be making", and simply outplay your opponents and hope for bad defense? So far, I can say, I try. B-) Playing mechanically with no regards for these human factors would make of us robots.