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what you gotta remember is you're playing that QJ for straight value, not top pair, and not for two pair

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This kind of advice is very bad. Consistency has no place in game theory. Each decision is independent and such.

I lead the flop, but I don't mind checking with the intent of raising. I'd raise even after those callers though (perhaps even because of them). Not sure if this is right.

Very sure that folding the turn is right.