Let $F(x,y)=(x(1-ay),y(-1+bx))$ on $0\leq x,y\leq 10$. Here $a$ and $b$ are assumed to be positive constants. Find the Lipschitz constant on this domain.
I have a couple of questions about the solution of this exercise, see below:

Q1. How do they arrive at $\sum_i(\sum_ja_j^iv^j)^2\leq\sum_{i,j}a_j^i$? The problem is, I don't even understand what they mean by the right hand side. I know that we arrive at the first equality by simply using $\Vert Av\Vert^2=(Av)^TAv$, and then using the definition of matrix-vector multiplication. But I don't see what happens in the inequality.
Q2. What norm could $\Vert A\Vert_2$ be? Is it $\max\{\sqrt \lambda:\lambda\text{ is an eigenvector of $A^TA$}\}$?
Q3. I also don't know how they get the last inequality. But I'm guessing once it's clear to me what $\Vert{.}\Vert_2$ means, I will understand what they're doing at the last step.