Well, lets just take a look at it, shall we?
http://www.youtube.com/watch?v=jJF3-6Q8ppU
I was actually super surprised by his play here. With two players in the pot showing aggression already, I thought the huge overbet by shoving was maybe way over aggressive. I mean, would two ace range hands go at each other like that? Sure, but with bottom set you have to wonder if one might have AA. Even top two pair could see you dead with another A or 10, so you simply re-raise, right? See what happens after you do that? Not to mention the flush draw present!
Maybe that was what he was thinking - that the shorter stack had A-10/3 and Max only had a flush draw.
I only know this - Max was a happy camper after flat calling, I am certain! Had he re-raised, Ivey might have gotten away or gotten off for less.