Alison, have you consulted the props board for help with the rocking and/or feeding to sleep?
Deb gave some great advice, so I can't add too much more. I would mention to keep in mind that if he's waking at 7:30, but you don't get him up until 8 (I do the same if dd wakes a bit earlier than usual), then that is 30 mins of A time to take into consideration. If spirited types don't show tired signs as easily, clock watching will really come into play.
My dd's ped. told me that until 9-12 months, formula/bm was more important than the solids, and if she were to decrease her formula intake that I should cut back on the solids until she was back up again. That is something you might want to consult your ds's ped about. I have always given solids before the bottle, like you mentioned, but when she wasn't finishing bottles, I would switch it around for awhile. Like Deb said, there is no harm in waiting 30 mins or so after he wakes in the morning before feeding him. I wait about 15 mins and have a little A time in her nursery to give her body and mind a chance to wake up. Then, if he still doesn't finish, try again in 10-15 mins.
As for the rocking. I rocked my dd completely to sleep until she was around 4-6 months old I think. Not b/c I wanted to (although I missed it once she didn't want me to anymore), but b/c I had created the habit. Anyway, at 4 months I did make a move with pu/pd to decrease how much time I was spending rocking her (up to 30 mins like you). I set a limit at 10 mins. Then, whether asleep or awake, I put her down. This is when I did pu/pd. She was mad for sure, but it only took 3 days to get her on the track of going to sleep independently. She learned that I wasn't going to put her to sleep. I still rocked, but as our wind-down. Now, she hardly wants it anymore, but sometimes I get a few minutes of cuddles.