Whoa, someone at Asus is confused. There are two temperature limits:
1) Maximum temperature, also called the thermal threshold. This is the absolute maximum temperature that your GPU can tolerate. This is the 98c value for the GTX 960. Above this temperature your GPU risks permanent damage. To be safe, consider 90c-91c to be the upper limit for your laptop GPU. You should never reach this temperature.
2) Temp Limit, which is part of the GPU's Turbo Boost algorithms. This is a target temperature that your card will seek to attain and maintain as a part of its normal operation. The card will warm up by increasing Turbo Boost clocks when below this temperature. At or above the Temp Limit, your card will cool itself off by reducing Turbo Boost clocks. For the GTX 960, this should default to 80c. It is a manually adjustable variable through Afterburner/PrecisionX as a part of the overall tweaking/overclocking process. If you adjust this variable upwards, you increase the Turbo Boost target temperature, but you also increase heat and noise. This may be okay on a well-ventilated desktop PC, but more risky on a laptop.