Our equity is a lot lower when the turncard isn't a

so we are infact the underdog when he calls.. it's not really a valuebet more of a semibluff. It always feels like such a "waste" when he calls
The J is kind of a blank so we don't have much extra FE here on the turn imo. This isn't the kind of board texture I would usualy double barrel on either..
I prefer keeping the pot smaller vs a fish and hopefully be able to go broke when the flush hits on river.