Placing Via's on PCB
This is really two questions in one.

1) Impedance/trace width

If I remember my USB 3.0 (5-10GBps) spec correctly, it calls for:


cable = 85-95Ωdiff / 42-48Ωse 
receiver = 72-120Ωdiff


What that means is that you should get by with 45-50Ωse target PCB trace impedance. 

Remember you have +/-20% impedance accuracy on outer layers and +/-10% on inner layers unless you do something special for your production.

If the traces seem too wide, it just means you have the reference plane too far from the traces. Try some thinner materials in the range of 100-150um.

Remember to use a real 2D field-solver, not some odd formulas when calculating trace impedance for this. With the small geometries, odds are the formulas are out of their valid range.

2) Vias

As for the vias - a good guess is these are Gnd or Vcc vias. Good for interconnecting multiple planes. Recommended. I have however never seen digital boards requiring these vias to be "sprinkled" closer than about a one inch grid. And normally they are present already for pwr/gnd vias to connect to bypass caps.

I am assuming bypass is well engineered here.

Let me know if this helped? Feel free to ask more questions.