[Mattafuga]

I would have given up on it on the turn. With 2 overcards on the flop getting 2 callers, you have a good shot at being behind already and that would probably stop me from betting the turn alone.

Then on top of that, the 9 of hearts makes an open-ender with the overplayed J-10, and completes a flush. I'm checking the turn, seeing the river card and getting out.