The download problem comes, of course, when you switch phones or hard reset your current one and then have to set it up again - items that you've already paid for should all come up as 'Download' and not 'Buy' - and with a limit of ten times per item it could be that everyone's now happy. Nokia happy that account-sharing wannabe pirates can't get too much for free and users happy that they won't ever have to pay twice for the same application (I've bought CoverUp! at least three times already....)
I had noticed that items weren't being flagged for 'Buy' anywhere near as often, but it's good to get this official confirmation. The official limit is stated here and thanks to Yash for the heads-up.