Not sure where you have got 10w 30 from mate.
Plenty of places online do 10w40 semi 
maybe like mine it has a sticker on the fill cap stating 10W-40. 2005 TJ
having said that I use 15W-40 semi syn and have for the past ten years. not too fussed about brand, usually use what ever's on special alternating between Castrol, Shell and Valvoline.
10W-30 for the first couple of years but the engine sounded a bit ticky, especially during the summer months so went for a slightly heavier viscosity. 200k later still runs well
as far as I can see, Jeep specifying 10w/30 was more trying to reduce internal drag of the mating parts and improve fuel efficiency (theoretically) rather than protecting internal engine parts