A certain, relatively small category of no-limit hold'em players never bluff. It's true. Whether because they are afraid to get caught or just have some sort of mental block preventing them from betting without a good hand, a certain, small percentage of players genuinely never bluff.
However, the majority of hold'em players do bluff. Most of these players understand that in order to win at no-limit hold'em, you can't simply wait for good hands and expect always to profit from them when they finally come around. Bluffing enables you to win hands without having the best cards.