Flop bottom set villain's hand changes at river

[gameoverjc]

Villain just arrived from feeder most move. He comes bearing 2+racks won from there.

Hero limps utg with 7 [img]/images/graemlins/spade.gif[/img] 7 [img]/images/graemlins/club.gif[/img], utg+1 calls, mp2 calls, mp3 calls, co calls, sb completes, bb checks.

FLOP:
7 [img]/images/graemlins/diamond.gif[/img] 8 [img]/images/graemlins/heart.gif[/img] 10 [img]/images/graemlins/diamond.gif[/img]

sb checks, bb leads, hero raises, utg+1 calls, mp2 calls, mp3 calls, co calls, sb folds, bb 3 bets, hero caps, utg+1 folds, mp2 calls, mp3 calls, co calls, bb calls.

TURN:
A [img]/images/graemlins/heart.gif[/img]

bb says "told you this was my pot" and leads, hero calls, mp2 calls, mp3 calls, co calls.

RIVER:
10 [img]/images/graemlins/spade.gif[/img]

bb leads, hero raises, mp2 folds, mp3 folds, co folds, bb thinks for a bit and raises...


2 questions:

Initially my read was 95% he flopped the joint. Very very strong read. Given that read...

-on the flop/turn, should I ever be raising the turn for value against the straight/flush draws and fold river UI?

-should I ever go to 4 bets here or give him credit for a badly played A-10?