These plays work in certain situations where you can accurately put the raiser on a big pair, he's got a big enough stack to pay you off and he has shown poor post-flop skills.

A big pair is very difficult to improve on. You only have 2 cards in the deck that can help you. Suited connectors (like 89s) have about a 20% chance of beating a big pair. I'm not sure what the odds are for beating a big pair on the flop alone. But if you can flop 2pr or better, quite often its possible to take some large bets from a big pair. It's all about implied odds.

If you're the one holding the big pair you need to figure out how to play the flop and minimize your loss.