Great responses so far! I especially like Browni's point about the cleanliness of your outs, and Keuwai's point about 2 direct outs vs backdoor outs.
Something else to consider is that the GTO solution often just uses hands near the bottom of its
continuation range as bluff-raises. For example, it wouldn't make sense to 3bet 72o from BB facing a BTN open, as this hand is too far into the folding range. Instead you'd choose bluffs near the bottom of what you continue with.
In this example, low pocket pairs block fewer folds in the opponent's range, so you expect to get the bluff through more often. Moreover, these low pocket pairs have poor EV through a call. When there's less incentive to continue through a call, then a raise can be more playable. These are also made hands which makes it more difficult for villain to continue with unmade overcards.
Here's BTN's response to the raise: