Setting the limit to 3 instead of ten is a start. Upgrading to a faster server. Simple things, no magic. Right now it is almost at the worst it could be from what I've heard.
And as I said there are reverse consequences you introduce with any change...
Example with the change(s) you suggest... Here is a few possible scenerios I see happening...
For those that pick these toys up at the local Ma & Pa, Brick & Mortar, Toy & Comic shops that are playing by the rules, these shops will no longer be able to meet their local communities demand, resulting in 7 out of 10 of their customers turning to the online pool to purchase or losing out on the opportunity to purchase altogether... Believe it or not, not everyone jumps online to purchase things, there is still a large group of people that prefer (and are devote) brick & mortar buyers... International buyers that pool together orders to reduce large shipping fees or the international stores (be them online or brick and mortar) that order and then distribute and cater to foreign buyers will also lose out... The scalpers are going to do what they do and simply work 3x harder or the better question is do they have to work any harder because with the increased sever speeds they can now breeze through the order process multiple times, time and again without issue and faster then before...
Scalpers will not be deterred from doing their business because of a per customer limit quotas, if anything concert ticket sales should prove that where limits have been in place forever now, while scalpers still thrive... I don't know how well Matty actually verifies customer data, likely not much at all, but an easy and old trick a friend (ticket scalper) of mine used to do is simply morph his house into being a fake apartment or multi-tenant building, he simply added a Units A-Z line to his address, with variations of his name or relatives names... Tactics like that make it so simple to avoid most automated customer limit checks, that it almost makes the item limits useless in the end... It's the scalpers business to secure merchandise at all cost to sell at the maximum price they can milk out of the public, they will do whatever it takes, after all it's their business...
So the vicious circle continues, with the next guy suggesting they make it a 2 item limit, and the next guy suggest a 1 item limit...
It's great to be an idealist but usually it's more realistic to be a realist when dealing with the real world...
And I'm not totally knocking the idea, or your idea that they could make changes that might help get more units into more peoples hands but at the end of the day I just don't see it actually working out in the real world...