I read that as "maximum pressure," which is not the same as "ideal pressure." They may or may not coincide.
From the FWIW Department: The sidewalls of at least one pair of 25mm Paselas on my bikes say "Keep inflated to 115psi."
gv73, the real point is that there is no ideal, perfect, you're-supposed-to-run-this pressure. Unless your rims are not hooked-bead there should be a significant margin of safety over the sidewall value but don't go overboard using it. People sometimes prefer to run higher or lower for various reasons. Lower can give a smoother ride and there is some evidence (IMHO a bit dubious, but what do I know?) that lower pressure reduces drag over some kinds of road surfaces. OTOH, with lower pressure you are more susceptible to pinch-flats caused by hitting bumps or potholes really hard. I prefer having a margin of safety against pinch flats, but what do I know?