hey J. i really think one of the problems is that your son DOES need more sleep- and that an 8pm bedtime is just too late. kids don't sleep well if they are overtired, and waking up every few hours is a classic sign of overtiredness, that he isn't able to settle himself to sleep. Sleep begets sleep, so the more opportunities he has to sleep the better he will be. a 10 month old can only stay awake about 3 hours at a time, maybe 4.
with that being said, you really do have to teach him to sleep. i know you said you don't agree in crying it out, but there is a big difference in letting a 4 month old cry (who doesn't understand where mom and dad went, why he is alone, etc), versus a 10 month old crying, who knows full well where you are and that by crying you will come back. it isn't manipulation so much as a learned response.
do you have a set nap schedule? ie: at 8am and 1pm, no matter what is going on, he goes down in his room for a nap (ideally following a meal). Put him to bed awake, soothe him to calm, and leave the room. if he falls asleep and wakes up crying, he is still tired. a baby who wakes up talking/babbling, is ready to get up. I think you might hate hearing this, and i understand it, because it was REALLY hard for me to do this as well, but my daughter was just not one of those kids who could settle herself without crying and working it out herself. i realize all kids are different, and i honestly tried every method, but letting her fuss and cry WORKED. and it only took about 7 or 8 days before she finally "got it". I'd put her down at the same time every day with the same routine, and if she cried i'd go in every 10 minutes, pick her up, calm her down, and put her back down. it was hard, but after the first few times, i realized she cried the hardest and was most upset because she KNEW i was leaving and would come back if she kept crying, so i just stopped going in. After a day or two of that, she got it. now she goes down without a fight or even a whimper, and is SO much happier. she is 11 months and sleeps 2 naps 2 hours each, and sleeps from 6pm to 6am every night without waking. It was a huge struggle emotionally and even physically, but i realized after stepping back that she really needed more sleep, and it was my job as her mother to teach her to do it. some lessons are hard learned, but i firmly believe that crying for 10 minutes for 10 days didn't cause her extreme distress and isn't going to ruin her. I think it actually made her a better baby, and i'm definitely a better mother to her.
It is a very hard thing to do, and i understand what you're going through, these decisions are very hard to make, but when you look at it from the long term, big picture, sometimes you have to try something you said you wouldnt, or do totally unconventional things- whatever works is what is right :) you also might want to look at health reasons- maybe he's really gassy or has reflux when he lies down. we put my daughter's mattress on an incline to help with the reflux and it worked like a charm. she also has a "lovey" that goes to bed with her every time, which helps comfort her. little tricks tend to help the most. is his room dark enough? maybe a sound machine? maybe he needs a bigger evening meal? Good luck!!!