Love it too, it"s exactly the right play. If he gets them all to fold their light calling hands (which presumably they have cos they wouldn"t want to go the flop multi-handed with a monster), he has to beat one hand to win 22.5BB (incl SB & BB) at a possible cost of 3BB. Also, losing the hand is not undesirable cos keeping the bubble alive is likely to encourage others to continue folding, especially if they are playing above their usual stakes.