30-30 is a good cartridge, but the rifles chambered for 30-30 tend to be lightweight carbines, and that means more recoil.
Folks assume 30-30's are lightweight. A set of postal scales are very informative. My Marlin 30-30 carbine's weigh exactly the same as my 300 mag and more than my 7mm mag. The Winchester 30-30 is about 1/4 lb lighter than the Marlin, but only slightly lighter than the longer barreled magnum rifles in weight. They are anywhere from 1-2.5 lbs heavier than my 308's.
30-30 leverguns seem to kick harder than they should because of their stock design and lack of recoil pads.