JJ is my no means an all-in or fold hand. Play them like you would any other pp. Its the 4th best starting hand in holdem, but it is a coinflip race against AK, AQ, KQ. Don't fall in love with them. Put out a strong raise in favorable position, and maybe fold to a huge reraise. Just like any other hand, the position, table image, chip stacks, all are a factor.