Naomi: I think we may have to disagree on what faith is in this context, or perhaps define our terms more carefully. Pascal claims to push rationality as far as it will go, reaching the point where he faces a decision either to live in a world which includes the divine/an eternal dimension, or to accept that there is nothing beyond ourselves and what we can empirically prove. He chooses the former on the basis that, if it's the right choice, he has everything to gain. He may or may not be right about that, but that's certainly how he saw it.
That's where he puts his faith, not as a piece of luggage that he carries with him, but as a life choice, like any convert. It has a profound impact on who he is and what he does, on the values he lives by.
He expressly addresses the issue of feigned belief, acknowledging, long before you made the point, that God would not be deceived by such trickery and unwittingly reward the disingenuous. Part of the deal is that you have to be sincere in belief, if necessary by applying oneself to spiritual discipline, study, and community. In any case, as I said earlier, even if God doesn't know it's a con, you do: that would be an unbearable tension, and for Pascal wholly irrational.
A lot of the debate here centres around faith versus rationality. Pascal pushes that debate as far as it will go, and chooses faith not least (but not only) for pragmatic reasons.