As a mother of 3, a grandmother of 8 and great grandmother of 5. I don't understand why you would want to overstimulate your 10 month old with videos.. Read to him, sing to him, play with him, build blocks, talk to him, go to the park, the zoo.
I don't like to see a family in a restaurant with the children using their personal dvd player or gameboy or whatever other diversion from interacting with others they have.
The other day I was out with one of my daughters and we stopped for a meal, at the next table 2 moms with 2 young teen daughters were ALL on their cell phones! Then they were texting.
We were probably the last people in our neighborhood to get a tv and that was only because of the moon walk and we all wanted to see it.
From what I have read, the baby einstein products are good but not the intellectual stimulators the ads suggest.
Good luck to you and your son.