The adidas mini shoe had a hard limit of 1 on my SAH account (UK). All subsequent GWP (40533: Cosmic Cardboard Adventures / 40529: Children's Amusement Park / Star Wars May 4th) was allowed to get multiple.
If they do start to enforce the 1 per household limit, it would be a good thing for resellers as would diminish the supply, but it would also decrease sales for lego, therefore I don't personally see it happening, but could be wrong.
I think most likely lego has a list of accounts that they might suspect person is a reseller and might restrict their account, therefore always advisable not to go over the hard limits set on SAH nowadays.