oops

hand #1
live $40/$80 LHE, 9 handed
Hero has been at the table for about an hour and has not been caught getting out of line, and has only been moderately active. UTG and SB see a moderate number of flops, and often call very lightly on the flop to see how much of a fight their opponents put in contesting the pot. Both are capable of being tricky. Both players are winning players in the $40 game. BB is a very tight player.
preflop: UTG limps, mucked to Hero in CO, Hero raises w QhTh, button mucks, SB calls, BB mucks, UTG calls (3 players, pot size 7 small bets)
flop: AdKh5c, check, check, Hero bets, both call (3 players, pot size 10 small bets)
turn: AdKh5cAh, check, check, Hero bets, both call (3 players, pot size 8 big bets)
river: AdKh5dAh6c, check, check, Hero bets, SB calls, UTG check raises, Hero mucks, SB looks disgusted and calls with his KK, UTG's AA are, of course, good.

Against the majority of opponents, I check behind on the turn. However, vs. these opponents I think I have to bet here for metagame considerations. In general, I don't want to be contesting pots with only these types of opponents. However, the table line up had been varying throughout the day, and such hands and situations happen from time to time.

My river bet UI is a total spew with these 2 turn callers given the flop and turn texture and action, and may be a spew with even 1 turn caller.

The only decision in the hand that I dislike (when balancing both current hand and metagame considerations) is the river bet. It is a really, really bad bet. How did I get hypnotized into firing that 3rd hopeless bullet?