Jef Holm reportedly let The Bachelorette fame get to his head and ex-fiancee Emily Maynard just couldn't handle it anymore, which is why she initiated the split.

"[Jef] was always choosing to go to Hollywood events, like Dancing with the Stars, instead of hanging out with Emily and her daughter," a source told Us Weekly in its latest issue.

After the couple confirmed they had ended their engagement and split earlier this month, much to Maynard's surprise and disappointment, Holm reportedly began looking to sell a tell-all story about their relationship to magazines.

"Reporters were calling her, asking, 'Will you comment on the story?'" added the source. "She was blindsided."

Added an insider, Maynard "is sad and embarrassed about Jef."

While the pair -- who got engaged at the conclusion of this summer's eighth edition of The Bachelorette -- recently announced their breakup, they were photographed out in public together on October 21 in Maynard's hometown of Charlotte, NC with her daughter Ricki.

Holm had expressed hope that he and Maynard would remain friends in his statement confirming their split, but Us reported they've been spending time together solely to make the transition easier for Ricki.

"They are separating slowly for Ricki's sake," another source told the magazine. "But they're not getting back together."