I'm running the ATR and I love 'em. The rig will go anywhere I point the nose. I put them on right before a bad winter, and I can go through grill deep snow just fine. They also seem to grip well on glare ice.
I also do quite a bit of sand, and you really don't want a lot of tread unless it's extreme like a paddle or bar tread (tractor) tire. Deep lugged mud tires will dig holes too fast, and if you're heavy on the gas pedal, it'll bury itself easier. It's more forgiving with this type of tread on sand. It will still zoom right up a steep dune though. You need width (floatation) more than tread in sand.
They're quiet running. I almost went with their very aggressive tread version, (Can't remember which now) but decided I didn't want a ''log truck'' howl on the highway. I've had enough 4x4's in my life with loud tires. Okay, on edit: I was looking at the STT. Those are nice, but won't be highway quiet running.
Notice the amount of rubber wrap. It gives it a ''normal'' look like you see on most trucks. Of course, they're wrapped around a 17 inch wheel, so when it's parked next to a car, they look huge. They're just under 32'' tall, so they're about the same as any big pickup truck's tire profile.
The overall look: