River c/r really sucks unless this guy is a big station. I think he can get away from a lot of hands you beat (lower flushes), but is never folding any better hands, since your line is consistent with a boat. He prob doesnt have a set, although he might have 2pr that filled up on the river. 3-bet the turn all day. Your best shot at winning a big pot is if you can stack a lower flush, and that's probably not going to happen if you get cute and the river pairs the board. You also want to charge a set/2pr on the turn.

Here are a couple of examples where a river c/r would be more appropriate, although villain in hand 2 wasn't the brightest guy.

Party Poker No-Limit Hold'em, $ BB (5 handed) Hand History Converter Tool from FlopTurnRiver.com (Format: FlopTurnRiver)

MP ($1110.99)
Button ($624.55)
Hero ($689.30)
BB ($580.27)
UTG ($560.35)

Preflop: Hero is SB with 3, 3. Hero posts a blind of $3.
UTG calls $6, 1 fold, Button calls $6, Hero (poster) completes, BB checks.

Flop: ($24) 7, 3, 7 (4 players)
Hero bets $14, BB folds, UTG calls $14, Button folds.

Turn: ($52) 9 (2 players)
Hero bets $42, UTG calls $42.

River: ($136) 2 (2 players)
Hero checks, UTG bets $75, Hero raises to $275, UTG calls $200.

Final Pot: $686

Results in white below:
UTG has 6s As (flush, ace high).
Hero has 3d 3c (full house, threes full of sevens).
Outcome: Hero wins $686.


Party Poker No-Limit Hold'em, $ BB (6 handed) Hand History Converter Tool from FlopTurnRiver.com (Format: FlopTurnRiver)

UTG ($606.15)
MP ($405.68)
CO ($715.90)
Button ($221.19)
Hero ($648)
BB ($1585.88)

Preflop: Hero is SB with 3, 3. UTG posts a blind of $6. Hero posts a blind of $3.
MP calls $6, 2 folds, Hero (poster) completes, UTG (poster) checks.

Flop: ($18) K, 3, 6 (4 players)
Hero bets $17, UTG folds, MP calls $17.

Turn: ($52) 2 (3 players)
Hero checks, MP bets $25, Hero calls $25.

River: ($102) K (3 players)
Hero checks, MP bets $40, Hero raises to $210, MP calls $170.

Final Pot: $522

Results in white below:
Hero has 3s 3c (full house, threes full of kings).
BB doesn't show.
MP has Tc Kc (three of a kind, kings).
Outcome: Hero wins $522.