Interesting! I only play 10nl, but just gonna go ahead and verbalize my thoughts anyway. It will probably help me more than you, but who knows, maybe some stuff I say will make sense and maybe some of it will be horribly wrong and someone can correct me and help you in the process.
Where I am from, this happens a fair amount and its pretty confusing to me. It doesn't make a whole lot of sense to raise boards like this from my perspective. At first glance it looks like a pretty harmless board. Most guys I play this with either do this with sets or pretty much nothing. The nothing comes from the fact that you raised UTG and this doesn't really hit your range very well, obviously, so guys I play with will just raise to knock you off the hand.
So I decided to look at it like this. You block tens, so you got 1 combo of TT, 3 of 77, and 3 of 44, for 7 combos of nutted hands as I don't think they have any 2 pair here. Guys I play will do this with JJ sometimes too and QQ if they didn't 3bet it. I think maybe at 100nl QQ might get 3bet here though. I don't know for sure though. They do it for protection as they assume you have a lot of Ax, Kx, and Qx and they don't want you to draw out on them, however good or bad that may be.
Next you have 98s, like you mention, which you have 4 combos of. Need to ask yourself if guys would be capable of calling 56s pre, if so that is 4 more combos of draws. Would they be calling things like J9s and J8s pre and then raising gutshots, if so you have some more bluffs.
I think its close, for me. Seems pretty crazy that we are folding TPTK, even though it isn't that great. I guess the challenge is if we call he has a less than PSB on the river and I think there are a fair amount of players at your stakes that can shove there, so you could just be setting money on fire if you aren't willing to take it to the felt. I am sure there are other considerations like balance and exploitation at your stakes, but I don't have enough knowledge of that stuff so hopefully someone can add something about it.
I personally think I would be calling the turn and deciding river, probably folding to a shove, which may be horrible, but guys I play don't typically have the balls to bluff shove the river so I don't have to worry about making difficult bluff catching decisions on the river as often. I think the more draws or bluffs you can come up with the easier it is to make the call. If you only think he would be doing this with 98s as a semi bluff and the rest is nutted, then I think folding might be ok
As sidenote, I probably wouldn't be opening ATo from UTG. I know some guys do though and it is close, so its kind of player dependant.