The idea behind straight 30-weight oil is that lawn mowers are only used during the warmer seasons. This reduces the need for the lower viscosity, multi-weight oils required during cold weather.
Remember that 5W-30 is a 5-weight oil that thins only as much as a 30-weight would at higher temps. In other words, it has the viscosity of SAE 5 at lower temps and the viscosity of SAE 30 at higher temps. It still thins, just not as much as a straight 5-weight would. The "W" signifies the oil is suitable for winter use.
Motor oil manufacturers acheive this mutli-viscosity characteristic by adding long-chain polymer molecules to the oil. When cold, these molecules "curl up" and present a low resistance to flow. As they heat up, these molecules "unfurl" and present a much greater resistance to flow, thus lessening the amount of drop in viscosity. This is true for the conventional multi-viscosity motor oils. I'm not sure if multi-viscosity synthetics use the same technology.