This COTW is the gold standard on double barreling. The author was at the time a feared medium to high stakes online NL cash player (probably still is, just lost track of him) who wanted to "give back" to the community.
http://forumserver.twoplustwo.com/78...reling-651776/
As Limon is fond of saying, the problem starts pf. You should have folded. It has been many years now, but there was an online study of what hands won and lost the most money online. Not surprisingly, AA wins the most money. The hand that lost the most money is A6o. A6s was close behind. I know what you're thinking, "Hell A6 is way better than 72o, the study must have been flawed." The reason is that even the fish know that 72o should be folded pf. Nobody loses much with it because they fold it pf almost all of the time.
You chose a hand that can't make a straight and when it makes TP, it is frequently going to be out-kicked. In addition, completing the FD means that everyone stops betting. Adding to it by playing it oop just makes it worse. I would seriously go back and re-evaluate your self perception that you are a "refined" player.
Beyond that, I think you need to go back over the basics of bluffing. Bluffing works best when there is only 1 villain and he shows little interest in the pot. You have a situation where 3 players have shown interest in the pot. Not a good bluffing situation. Compounding it is that the PF raiser is drunk. Drunks don't like to fold. The pot is now up to $80. You move it to $140. The villain is getting nearly 3:1 on his money, but also the pot is getting to the point where it becomes enticing to win. Finally, bluffs are more effective when you are in position rather than oop. The villain can call your raise on the turn, knowing that you have to make a move on the river before they have to decide anything.
Now if the villains are thinking, they have to be wondering why you were checking the hand down to the river when you have a set. Have you shown you hate money? There's really not much that can "catch up" on the river without beating you. It looks bluffy.
Now I realize this thread started in the beginner's forum. For that forum, you may have been one of the more knowledgeable posters. I suggest you spend some time here, especially in the stickies to start bringing your game up to LLSNL standards.