If I were in the SB here and had a part of that flop I'm insta-calling your river shove because, as played, I would be putting YOU on a busted diamond draw.  Obv, like FK said, he's calling with any J, but from his point of view you prob wouldn't wait until the river to spring your trap if you had the J because of the diamond draw.  So when you suddenly shove the river he's prob calling you with any 9 as well.  I can't even begin to tell you how many times guys give me their whole stacks in the early levels of tournaments in blind vs. blind confrontations in situations like these.  If I were going to bluff at this I prob would have done it on the flop and if I'm called, I shut it down on later streets and if reraised I fold right there.  Generally speaking, I read double floats as weakness or a marginal hand hoping to get to a cheap showdown.  If the latter were true, as FK said he kept value betting anyway, so he didn't mind getting to showdown.

From his perspective you probably would raise made hand on flop or turn to protect it from draws. So on river, he would probably be willing to call you liter than usual since there is so many missed draws in your range that you could bluff… So it's not good bluffing spot in my eyes… Tho, I'm little confused with him betting the river and not checkig letting you bluff.