5/10 semibluff turns into potential 3rd barrel

[Christophers]

Villain is YoureInOilCountry, he plays 19/13/2.4. Pretty nitty/straightforward reg, but probably a small winner. No history at all.

Party Poker No-Limit Hold'em, $ BB (6 handed) Hand History Converter Tool from FlopTurnRiver.com (Format: 2+2 Forums)

BB ($1010)
UTG ($1742.75)
MP ($4133.73)
Hero ($1181.25)
Button ($1159.46)
SB ($1000)

Preflop: Hero is CO with T[img]/images/graemlins/spade.gif[/img], Q[img]/images/graemlins/spade.gif[/img]. SB posts a blind of $5.
<font color="#CC3333">UTG raises to $30</font>, <font color="#666666">1 fold</font>, Hero calls $30, <font color="#666666">3 folds</font>.

Flop: ($75) 4[img]/images/graemlins/club.gif[/img], J[img]/images/graemlins/spade.gif[/img], 7[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">UTG bets $55</font>, <font color="#CC3333">Hero raises to $165</font>, UTG calls $110.

Turn: ($405) 9[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
UTG checks, <font color="#CC3333">Hero bets $265</font>, UTG calls $265.

River: ($935) J[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
UTG checks, Hero thinks and...

(about 700 left on the river)

Who bets turn, and is 2/3 pot a good amount? Who shoves river? FWIW I'm hardly ever raising AJ on this flop, but I'm pretty sure we haven't played enough together for him to know that.