once the pot becomes substantial, your goal should be to take it down immediately. milking it for more money is just inviting trouble.

from theory of poker, pg 68 (this is about AA but the concept also applies to KK): You've made a small raise, four of five people have called, and now someone puts in a substantial reraise. You must reraise again even if your play gives away your hand completely. It is worth dropping all disguise because as the pot gets larger and larger, what's in the pot right now counts more than potential bets on later rounds. With two aces you should put in all the bets you can.