What are you hoping to get him to fold that he called 2 streets with? under pairs?

easy c/f imo. sick river :/

Yeah just x/f the river.

I don't have a ton of experience at $10NL but the player pool just never seemed to be anything close to high level. The reason you make plays like bluff shoving the river is because it's a spot in bigger games where you can pick up extra equity due to the caliber of player in the game being more able to get away from hands on the end. At the $10NL I don't even feel like players are capable of bet/folding because they don't want to risk folding what might be the best hand and losing a pot without a showdown.

Don't try to do to much, as frustrating as that can be. You can gain so much value by playing straight forward that these thinner spots aren't needed. Also due to the fact that people are probably calling down more in these smaller games it makes the play less profitable.

yep agree