You can always tell who hasn't played much heads-up no-limit when they observe a heads-up match without seeing the cards and decide that someone is getting "worked over." If Rich had flopped top pair a few times then you'd probably be saying he was the one outplaying his opponent. Or maybe he should randomly check/raise flops when he has zero equity and insufficient fold equity, just because he's pissed that he's missed too many flops in a row?

BTW calling a 30 BB reshove with K4s is not the mark of a good heads-up player.