Is Miller's call bluff just a thin value bet?

Ed Miller seems to be following the Sklanaksy tradition of giving something a name and then thinking he's done something.

In a recent post he defines a call bluff

The Play: The Call Bluff

How It Works: You have position on a lone, aggressive opponent. Your opponent bets a small percentage of the remaining stacks. You have a marginal hand, but you call. The next round, your opponent checks, you bet, and she folds.

I don't understand how that's a bluff?

What does marginal hand mean? Bottom pair?

He gives an example of a call on the flop with a gutshot and backdoor flush draw then a bet when an offsuit Ace hits the turn and the opponent checks the scare card.

I guess thats a bluff, but I call it betting a scare card.

I call it that becuase I think it's important to think about bluffs on scare cards as different from other kinds of bluffs. That's becuase when you're known to be aggresvie and/or tricky an attentive opponent will often expect you to bluff at scare cards. So before you do it you should be aware of how the other guy is thinking about you.

He does explain a little better later in the post

Predictability (of your opponent) is good because it improves the quality of the extra information you get. Some players will raise preflop and routinely continuation bet with almost any hand. But on the turn, they bet only if they have something, and they give up otherwise. The call bluff is a great counter to this strategy.

But if that's what he's talking about I'm not so sure he needs a marginal hand to call the flop bet.

That's the part that confused me. What does he mean by marginal hand.

His definition suggests to me he means calling with something like bottom pair, good kicker, then when the evil one checks the turn, essentially giving up, you value bet because your marginal hand just got strong.

His example suggests to me he means calling with a weak draw intending to bet if a scare card hits (his example had two clubs on the flop so any club and any ace might be scare cards to the evil one). Or bet if the gutshot hits or semi-bluff if the backdoor flush continues.

In the first case you have a hand that might actually be good. In the second case you have a lot of cards that can improve your hand without looking like it improved your hand and a lot of cards that do nothing but look like they improved your hand.

But then his clarification is something else entirely.

I guess I just don't know what he's talking about and things like this closing sentence don't exactly clarify things for me.

Furthermore, with some hands and stack sizes, you can delay the bluff a second time, playing it bet-call on the flop, bet-call on the turn, and check-bet-fold on the river.

Update: Some of the comments on his post say his call bluff is also called floating the flop. Another term I have no idea what it means. I should get out more.