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If you wear an 8-10 you are probably smaller than a 30 back. Did you pull the tape tight? If the bra is on the wrong way round can you pull it far away from you? I think you should just be able to get a couple of fingers in.
I get this problem with certain styles/brands. I tend to fit balconette better as boobs are fuller at the bottom.
You shouldn't have any gaping as it's usually indication that the style is wrong. However, I have a Freya Deco which gives great cleavage. It gapes but I wear it with certain tops to get a cleavage type look.
On your measurements I'd stick with a 30 back. M&S sizing is a bit bonkers so I wouldn't worry about the sizes you tried there.
If you're not keen on a push up effect then try the Lepel Fiore Half cup or plunge, the Cleo Juna and other Cleo unpadded balconettes. The Bravissimo half cup styles are also excellent.