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I've read that you can buy up to 8 on Itunes. More than that it won't count
iTunes counts them all, but more than 8-10 (not sure exactly, but no less than 8) is detected as trying to inflate the numbers so it doesn't count towards chart success.
I personally cannot buy TOML, not through Amazon and not through iTunes (international fan *sigh*) but I was gifted TOML when it was first released and I think that's a great thing to do.
No one needs 10 copies of the same song, but gifting it to people who really can't get it is both a nice thing to do, and helps sales. I really hope there's a gifting campaign for the album when it comes, too.