don't know if telling you this will help but here goes . i had lots of feeding issues with ds, every feed was a battle of coaxing, and i did well to get 2-3ozs down per feed. he just didn't seem hungry for milk at all, except 3am, when he would wolf it down. i found, dropping night feeding altogether very early on helped, brought that appetite into the day time rather than at night. it just didn't seem fair that i'd have all the tears, kicking and screaming to feed him during the day, then he'd feed fine at night.
he would go to bed at 7, i'd wake him (if he hadn't woken already), between 10-11pm for a feed, then when he woke at 3, i'd cuddle him, give him a dummy, basically anything except give him milk. at first he was not happy but he did eventually get the message that he wasn't going to get milk until 6-7am ish. he still woke in the night, didn't sleep through properly until about 18 months, but was quite easy to get back off to sleep.
in the end we put him on cows milk at 10.5 months, and he much preferred it. he was late weaning too, no interest until 7 months.
i guess with your ds, he may not be hungry in the afternoon as he's still full from the morning. maybe try to get the morning feeds more spaced out, he's grazing rather than having a full feed (this is what our hv said about our ds). we started using a baby gym to entertain him, distract him from having a feed until there had been a 3 hour gap.
he's only 10 weeks old, i think it takes at least 3 months to find a natural routine with any new baby. hth