I actually like this because we have the A
(so we block a lot of flush draws that got there) and we look like we have a J because Villain checked the turn and we bet.
I do think there is a decent chance Villain has KK/QQ/AA
I find that if I am going to bluff the turn I have to bluff the river unless I have the draw that didn't get there and I block draws. Here we block draws but because BB 3-bet pre-flop it is unlikely they had a flush draw and more likely they have a pair.
Also, our betting the turn doesn't necessarily look like we had a flush draw. But it is possible. What our turn bet does look like is a setup to jam the river.