This purchase limit previously only applied to select items (like Frozen apparel).
This is great news! I hope it finds its way to runDisney events too!! All too often folks arriving later than the opening hour are limited to what they can find on eBay with exorbitant price increases!
Useless limit put in place simply to appease the people who've asked that they do so. Limiting items to 10 won't stop a sell out before everyone has a chance at them, particularly if the ebayers have their spouses with them.