Yeah, I think the most important thing is what Dawnfall touched that it is a bluffbet, and one with fairly low equity against a valueraising range, so I'm not sure why calling is even an option here. (That just shows inconsistent thinking in my mind...)
However, I think the question of betting the turn is far more interesting. From a balanced perspective restricting our bluffs to 99- here will result in us not vbetting any single pair hands or worse, which is a mistake IMO. If we want to bet every top pair+, which should be standard IMO, we have to bluff even our worse Qx hands here. Now exploitatively there are 2 sides of the coin. For one, he'll fold more than optimal on the flop, and this turn card hits his range, meaning we want to bluff less than optimal probably, on the other hand I think checkback/calling is worse than just betting to protect our hand against future bluffs, therefore if we don't want to checkback/fold, we should probably bet as a bluff against some better or split, and a lot of worse hands. So I think it's quite an opponent-dependant situation here, but as a standard play I like betting the turn and taking a free showdown (not because I ever think I'll win, but because I can't vbet enough on the river to justify bluffing this).