1. Learn to fold when may be beat, that is the key to making money, not getting it all in AA vs KK.
2. Fish are players who make bad decisions, calling preflop with QJ is in somecases a fish play, in others it is at the least a decent call.
If you played me im quite sure you'd rant at some of the cards i call you with, but if i know you cant find the fold button i'll continue to do it and make money from you. Text book works, but remember it can be countered.