River decision

I sat down a few hands ago, but pokertracker tells me that villain is very loose, with moderate aggression. So, river decision-time.

Party Poker No-Limit Hold'em, $ BB (6 max, 6 handed) FTR converter on zerodivide.cx

SB ($61.35)
BB ($39.25)
UTG ($198)
MP ($244)
CO ($380.52)
Hero ($245.70)

Preflop: Hero is Button with T[img]/images/graemlins/heart.gif[/img], Q[img]/images/graemlins/diamond.gif[/img]. SB posts a blind of $1.
UTG calls $2, <font color="#666666">2 folds</font>, <font color="#CC3333">Hero raises to $10</font>, <font color="#666666">2 folds</font>, UTG calls $8.

Flop: ($23) A[img]/images/graemlins/heart.gif[/img], 5[img]/images/graemlins/heart.gif[/img], 5[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(2 players)</font>
UTG checks, <font color="#CC3333">Hero bets $17</font>, UTG calls $17.

Turn: ($57) K[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(2 players)</font>
UTG checks, Hero checks.

River: ($57) J[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(2 players)</font>
UTG checks, <font color="#CC3333">Hero bets $35</font>, <font color="#CC3333">UTG raises to $70</font>, Hero...

Dumle