value betting flush into double paired board?

[Rhone]

PokerStars 5/10 Hold'em (6 handed) converter

Preflop: Hero is CO with 7[img]/images/graemlins/spade.gif[/img], 8[img]/images/graemlins/spade.gif[/img].
<font color="#666666">1 fold</font>, MP calls, Hero calls, <font color="#666666">2 folds</font>, BB checks.

Flop: (3.40 SB) 9[img]/images/graemlins/spade.gif[/img], T[img]/images/graemlins/spade.gif[/img], 9[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(3 players)</font>
<font color="#CC3333">BB bets</font>, MP calls, <font color="#CC3333">Hero raises</font>, BB calls, MP calls.

Turn: (4.70 BB) Q[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(3 players)</font>
BB checks, MP checks, <font color="#CC3333">Hero bets</font>, BB folds, MP calls.

River: (6.70 BB) T[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(2 players)</font>
MP checks...

Final Pot: 6.70 BB

Villain is loose passive, pretty bad. I don't think I have an incredibly aggressive image at the table. Would even the worst players recognize that checking here if they filled up on the river would probably result in the hand being checked through? Do I put him on a Q and value bet?