If the first person who bid was showing a high bid of say $90 at the time, but had put a maximum of $100 then the second bidder would have been able to bid $100 because they would not have known that the first bidder had bid the same maximum.
this is why I always look at the bid history because in this instance you can tell that the first bidders maximum is $100, otherwise the new high bid would have gone beyond $100 when the second bidder bid this amount.
In other words anyone who bids next if they look at the bid history would know that the maximum bid anyone has put on is $100 and the next bid will be the new highest bid.