I actually often play it the same, and I think we're seeing enough folds for this line to be profitable.
Of course, checking the turn through and folding the river is going to be fine as well.
Not that many other lines to take. I tend to bet the flop a little bigger, and the turn a little smaller, though. And I'm definitely not going over half-pot (and possibly a little under it) for the river. Not because that means we'll lose less if called, but because that's what I'd probably do with a K looking for value.