When KJ is winning, you don’t expect to see much value from future streets.For instance, if the opponent holds AK/AA and the flop is king-high, or the opponent holds QQ/AJ and the flop is jack-high, you may well continue putting money into the pot with top-pair despite holding the losing hand.
Consider that your opponent’s typical 3-betting range will be cards which dominate your KJ.The Button 3-bets (reraises) you to 200.You bet 50 preflop with King-Jack offsuit.This one is more referential of a situation where the implied odds of continuing in the hand does not represent the true value, and you start to consider how much you will lose by making the desired hand because of the nature of the action that has taken place already.