Flop set, river brings 3rd flush card

[Genesis]

Effective stacks $10

CO has stats like 40/10/1 through 30 hands.

Hero has J[img]/images/graemlins/heart.gif[/img] J[img]/images/graemlins/spade.gif[/img] in BB

3 limps, Hero checks. (ignore that I didn't raise this preflop)

Flop ($.40) Q[img]/images/graemlins/club.gif[/img] J[img]/images/graemlins/diamond.gif[/img] 4[img]/images/graemlins/club.gif[/img]
Hero bets $.40, 1 fold, CO calls, SB folds.

Turn ($1.20) 6[img]/images/graemlins/heart.gif[/img]
Hero bets $.90, CO calls.

River ($3.60) 3[img]/images/graemlins/club.gif[/img]
Hero checks, CO bets $3.60, Hero folds.

Standard?

I absolutely hate this spot because when I check here villains fire a pot size bet probably 80+% of the time. I could be inducing a bluff or a value bet from weaker hands but can I call?