$1/2 at local casino

Villain - MAWG who is a LAG. Been playing for about 3 hours and seen him go to showdown making a couple of big river bluffs. Doesn’t show his cards when he is called unless he knows he has winner.

Villain is in the sb
Hero - CO with J7s

2 limps to Hero in CO who raises to $10
V and bb call
3 ways to a flop

Flop: 2J10

Checks to Hero who bets $12
Villain calls and bb folds

Turn: Q

V leads out for $15
Hero calls

River: 5

V leads out for $80

What is the play here?

Weird line... river overbet certainly seems bluffy but sometimes a sudden escalation in bet size means they drilled a stealth river. Have you personally picked off any of Vs river bluffs? If so he is less likely to try it again but rather hammer the river for value against you (if he adjusts). You don't beat much though... V woke up on the Q so he either hit it or picked up like a pair + straight draw (or he's making a random bluff which I guess he likes to do).

You should bet more on the flop, like 15-20.

Years ago I posted a thread where I got stacked with J7s after completing out of the sb and making an inferior boat. I was amazed to see people saying I should just fold instead of seeing the flop for $1 more. But now I just don't play the hand, at least at 1/2. It has all sorts of reverse implied odds and puts you in tough spots. In position I guess you could limp behind but I don't see much reason to raise pre.

Stack size

Villain - $600
Hero -$400

My thoughts on raising pre were that I had already been to showdown with 2-3 recent hands that I had raised pre with premium hands. I thought I might could open up a little here. Although looking back I do agree just a flat in position is the much better play. I personally hadn’t been to showdown with villain, but had seen him make this large bet twice in the last 3-4 rotations.