If this were a mythic, I'd be much happier. This is the kind of card that makes Timmy salivate and wins limited events. If Craw Wurm had had flying, trample and double strike when I first started playing Magic, I never would have traded that Birds of Paradise for a Shivan Dragon back in 1996.
Every EDH deck with Dragons in it that can manage the colors will run this. This coupled with Utvara Hellkite means business.
In fact, with all these cool new EDH dragons being spit out, Utvara Hellkite looks really good right now.
I bet a lot of you thought this was a bulk mythic. You'll be even more surprised in a year when these are $5. Not only that, the foils are only $5. EDH staple dragons have a 3 or 4x multiplier, so the foils are due a correction even if the non-foil price stays static for a while. Barring a reprint (something the foil is relatively safe from) this has a lot of room to grow.
Back to Atarka, it's a $3 card right now and being a non-mythic with a low likelihood of applicability in any 4-of format makes me think that's a bit high. I'd let this sink low, trade for foils if it gets a 2x multiplier and sit on them for a while. This card is powerful, but the number of people who like this kind of card is relatively small.