Without seeing this it is hard to say, but I'll try:
The intent of the rule is that IF you are in control of the ball, then you need to either dribble, pass, or shoot it.
If he just kept batting it forward, I got nothin'
If he stopped it on the floor, then I see control. So, if he then rolled it again, I have a travel if he stops it again (after taking steps).
See this thread for something analogous; you will notice that my opinion is not universally shared :-)
http://www.officialforum.com/showthr...?threadid=3893