"Miller - SSH", Question about protecting your hand...

Hi everyone.

I'm reading SSH by Ed Miller & CO but there's one "concept" I don't get.

I'll post an example (it will not be completely accurate or "complete", I hope it won't matter) to try and better explain my problem:
I have A [img]/images/graemlins/spade.gif[/img] K [img]/images/graemlins/spade.gif[/img], my opponent has 9 [img]/images/graemlins/diamond.gif[/img] 8 [img]/images/graemlins/club.gif[/img]
The flop is K [img]/images/graemlins/heart.gif[/img]Q [img]/images/graemlins/heart.gif[/img]J [img]/images/graemlins/club.gif[/img]
I raise so my opponent doesn't have the pot odds to call.

Here's where I don't quite follow:
If he folds here then I understand, no problem. But what if I know he will call me regardless of if I raise or not.
If I understand the book correctly, I should still raise (to protect my hand). What I don't understand is how that helps me?
Sure, it's bad for him (in the long run this play will cost him money). But how does that benefit me now, in this hand?

Maybe it's obvious but I just don't get it...

Thanks in advance...

// Roger

PS
Sorry if this have been covered before on this forum (searched but couldn't find) or if I posted in the wrong place...