What happened to JJ in 2010?

Looking back at the 2008-2011 seasons, it is pretty evident that there was development and then regression with Jefferson's play as a QB.

He was not a dual-threat QB coming out of high school, but a pro-style QB prospect. He was mobile, but it wasn't a reason he was so highly rated coming out of high school (8th ranked Pro-style QB) and was seen as a talented player with a lot of upside.

In 2008, he was pushed into duty earlier than hoped due to Lee and Hatch's injuries and performed decently (very Mauckesque in 2001).He then came out in 2009 as a true sophomore (much like Jennings this year) but showed improved performance and finished the season with 17 TDs and 7 INTs, but took a bunch of sacks at nearly 3 per game.

After a supposed promising Spring in 2010, he fell so far down in the 2010 season that it made no sense. It is one thing not to progress, but to go from 17-7 TD/INTs to 4 TDs to 9 INTs in the regular season.

The question is what happened to JJ after the 2009 season? Was it poor attitude, poor coaching, lack of accountability (never got benched despite being outplayed by Lee), or something else?

I know people hated on his attitude that season, but in reality why did he change all of a sudden and why didn't the coaches not sit him for a game or two to get his head straight?

In the end, you have to think the coaches screwed up by not holding JJ accountable by not starting Lee if only to send a message to him, but just like with Jennings, no matter how poor his play, he's not being benched or even sat for a series or two based on his performance? It's like Les realized it early on by starting Harris against Auburn, but then went back to his old ways.

Does this not mess with both players' psyches?