It has everything to do with pressure. Your lungs create a vacuum when they expand. A vacuum doesn't actually SUCK anything. The noise you hear is from the atmosphere filling the empty space created by the vacuum, so the air is rushing in, not being pulled in.
When you expand your lungs, it creates a vacuum and the HIGHER PRESSURE air rushes in to your lungs, allowing you to breathe.
When you are 30 ft underwater, the pressure is very great. That pressure is enacting on your whole body as well as your lungs. When you open your lungs to breathe underwater, you are STILL CREATING A VACUUM. However, this vacuum is very small and is only slightly less than the pressure due to the surrounding water. Now if you add in the snorkel. The snorkel is delivering air to you at 1 ATM. The pressure of the air at 1 ATM is significantly less than the pressure inside your lungs even though they have created a slight vacuum compared to the outside pressure. Since air tries to move FROM a higher pressure TO a lower pressure (see first paragraph, air fills a vacuum) the air would leave your lungs, and your lungs do not have the ability to overcome that pressure difference and suck in oxygen at 1 ATM.