Villain's range is pocket pairs and Ax/Kx shit depending on how bad he is. By betting we make him fold overcards (which we beat, so in that sense its not that great a bet) but if we feel he more often has pocket pairs <88 that he could fold, betting is a good idea (since we'd be getting him to fold the best hand).

Now we bet less because:
- If he has a PP <88 he'll probably fold $0.70 just as often $1.00
- There are pretty much zero draws in his range
- Keeps the pot small

You need to decide how many unpaired hands he'll call 3bets with. If he calls with lots of Ax/Kx hands we could check here and try to hit common cards we can get value from. (Say he has AQ and an ace hits the turn, we've both hit but we have a big advantage) There is no sense betting if we feel his range is mostly unpaired hands - after all we beat all of those hands anyway.