In the API standards, the only restrictions that are directly related to additive concentrations are the phosphorus and sulfur limits. Most oils from HPL and Amsoil seem to meet these requirements, so there's no obvious technical reason for why they couldn't get API certified.
The main reason they aren't API certified is that by using custom additive packages, they would have to spend millions on engine testing in order to get certification. Other blenders often use standard additive packages along with an approved base oil, which eliminates most of the testing requirements and makes API certification a lot cheaper.
So it's not that these oils can't meet API because they're blending in too much special sauce. It's because straying from standard add packs in any way makes certification cost prohibitive for a company that doesn't sell in high volume.
Maybe using non-standard add packs does make their oil better, but you have to wonder how they would even know if their oil performs better than others if they aren't subjecting them to a comprehensive series of standard engine tests in a lab. They can rely on available research and field testing experience, but these have some limitations.