I had two on order and had one cancelled. It wasn't for a friend -- in fact, at the time I wasn't sure why I ordered it. I just got excited. Was thinking of maybe holding a contest and giving it away on twitter for fun/good will/to try and drum up some followers. In any case, I think it's good that they enforce this policy on LE items like this.
While this is ultimately a good policy, I do feel bad for people who wanted two for honest reasons, i.e. 2 people in the household who wanted one.
In my case, my wife and I are both getting New 3DS XL's. She wanted the black over all other colors - she prefers understated and has no interest in LE's. I ordered a black as well, but also ordered a MM because I couldn't decide which I want more. So for now I will have both.