It's a second category of value
hands, which often might be perceived by players as a first category of value hands, therefore is misplayed or is met with bigger expectations than this hand deserves. Just realize right away, before playing it, that you have to be able to fold it if circumstances will be unfavorable.
Also, keep in mind your position and your role in preflop betting. If you were a pre-flop aggressor, then A,K or Q on the flop are good cards for you, because your range (as PFA's) fits this flop perfectly. So you don't just refuse c-betting because "well, I have JJ and there is A/K/Q on the flop"...