Yep, Jay served for the match at 5-4 up in the third - and had 4 MPs
You've got to feel for him in a way - but he has a defensive game, plays a long way back, lets the ball drop - and knows that he should be a bit more aggressive but can't quite bring himself to do it (and often makes a mistake when he does)
So he tried to construct his points, was conservative, but his opponent played far more entrepreneurially on the MPs - took the initiative, moved in.... and that was them gone and the tie-break was compeltely one-sided