2) I assume all the different versions of a named personality card (e.g. Arya) count as that card? IOW, only three Arya cards total no matter the version.
In Game of Thrones? Yeah. I seem to remember other CCGs that would actually count different cards with the same title separately for their per-deck limits.
4 per deck limits used to be fairly common. Magic: The Gathering, and a bunch of the WotC games used that. I also remember seeing 2 per deck limits occasionally (The X-Files comes to mind immediately). I seem to remember Decipher used 3s and 4s. But 3 per deck does seem to have become the standard most of the time, certainly with FFG.