Small Engines (Lawn Mowers, etc.): Generator oil, westinghouse generator, sae 10w

Question
I have a Westinghouse generator model WH7000EC.
I am totally confused as to what is the difference in 4 stroke small engine oil,(which came with the generator), and 4 stroke/Cycle oil, and SAE 10W-30 oil, and 4 stroke motorcycle oil.

My manual says use 4 stroke oil, then there is a chart in the manual that reads, Conventional 10W-30 oil..So which is it, 4 stroke or 10W-30?

Isn't regular car oil 10W-30? So can i use regular car oil?
What is the difference in 4 stroke oil and 10W-30 oil?

Is it that, they put the word "Stroke" on the bottle, just to charge more money, but is the same thing as regular SAE 10W-30 oil?

Very confusing. I looked up 4 stroke oil and I see, 4 stroke motocycle oil, 10W-30...

Please tell me which brand to get and which oil is what.
Thank you

Answer
You should use 10W-30 oil, the same oil as used in cars.  4 stroke and 4 cycle are the same terms...2 cycle oil is very different.  Most street bike oil is a heavier weight and has different additives as most street motocycles use a wet clutch system.

I prefer Valvoline oil.  

Eric