[BluffTHIS!]

But the principle that Ray Zee has hammered here over time, that one should play your hand in such a way that one doesn't lose the most when behind but little when ahead, is to me, best implemented by check/calling and letting NUB bet off a goodly amount of money with only top pair or top pair plus a straight draw, or a one pair plus a bad flush draw. This makes up for the times when he actually flopped a hand that beats hero, assuming hero sees a showdown.

And if you are not looking to fold the flop, then you might as well push over his bet or raise to punish him for a hand hero beats with hero hopefully having outs for the flush in case he is beat on the flop. But to me, that is putting too much money in on the flop compared to the pot size at that point with a non-nut hand.