[bravos1]

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Button will probably raise top pair instinctivly. Button will probably put our hero on a single hand (as bad players regularly do) like AK and wants to punish him.

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Fair enough. But what about the SB, who cold-called? Also, at what point do you think you're most likely against a set, etc?

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I wouldn't put him (SB) on a set. I think he would raise a set here. Could be sitting on anything really? We don't know anything about him yet and he has only shown us that he will call. He could easily have something like pocket 9s or even something as bad a AT. Does anyone have huge concerns about SB here?

I agree that the button probably has a J. SB I guess could also have a Jack here with a medium to weak kicker and wants to showdown as cheap as possible or improve. Many people defend their blinds WAY to much these levels.
If we 3-bet here, we will get the most info at the cheapest price. If the button just calls, he most likely does not have a set (most likely). If he caps, well then we need to look a bit harder.. ;-)