I suspect that ATM uses a better quality base stock, it also has a higher VI. I'm sure it's likely a straight 30wt oil as well.
That said I don't really see the point of the ATM 10w30 over the ASL 5w30 or even AZO 0w30 for that matter unless you need a heavier 30wt oil. AZO is proven to be very shear stable and the 7.6% NOACK is still better than many 40wts.
NOACK has no affect on performance even as high as 14% unless it is affecting oil consumption.