Spewing? Do you ever fire the third bullet here?

Bodog 200 NL Full ring
I have Qd Jd in SB
unraised pot, limper or two

Flop: Ad 7c 9d I believe
Guy in MP leads for pot (12 I believe)
I C/R to 35, he thinks and calls

Turn is a blank
I fire 60 into 80 pot
He thinks, and calls

River is an offsuit 10
100 left in my stack, 100 left in his, and pot is pretty big now.
Gotta give up here? Does anyone fire the third bullet? Whatever it is that he has, he doesn't seem to be wanting to let go of it. I think the results MAY somewhat surprise some of you. MAYBE. Doubt it though.

I think this is bigtime spewing with just the flush draw, and I should be zapped with a cattle prod. I can't just call on the flop, so I think flop raise is only way to go about it if I want to continue with the hand. Do you lead the turn if he just calls like that, after thinking? Power of position, sigh. Folding flop is likely the best by far, as chasing 9 outers OOP sucks.