Orleans 1/2 NL - 44 flopped set vs good 2+2er

[cha59]

Mods, go ahead and move this to B & M if necessary, but I think it would make for good discussion here.

Villain is a good solid 2+2er who is a winning internet cash game player.

Stacks are all ~ 200 or so.

Hero limps UTG with 44.
Villain UTG+1 raises to 10.
CO cold calls 10.
Hero calls.
All others fold.

Flop K74 rainbow

Hero checks (planning on checkraising)
Villain checks behind.
CO checks.

Turn J (no flush draws)

Hero bets 15
Villain calls
CO calls

River J

Hero bets 40
Villain raises to 115
CO folds
Hero?

FWIW, I'm villain probably doesn't have KJ. He isnt going to bluff here either because he knows I'm strong and has basically no FE because of the pot size.