It's hard to quantify exactly "what makes" 98s a fold here, because its a confluence of tons and tons of factors. Also, I believe he specifically wouldn't be able to profit from 98s due to his post-flop leaks. 98s could probably be called for a small profit by a very tough player. It's a difficult spot to make a lot of money because UTG's range is very tight and sometimes we face a squeeze from the blinds and don't even get to see the flop without paying more money.

My calling range here is probably something like 87s+ QTs+ A9s+ 66+ AQo+