All very true. With 12 vs 2 for example, you on average, will lose 25% of however much total money is riding on the hand when you take a hit. To double down in that spot is to lose 25% of two bets rather than one. Looks stupid to everyone -- and is stupid.
So the play, when you need to look stupid is to double for a very small amount -- say one tenth of a bet. The dealer will usually still call out, "Doubling on hard 12", and you'll pay 25% of one tenth of a bet from your advertising budget to shape a desirable image.
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