In the Netherlands you can just go to Apple.nl and buy the phone, it will be the full price and unlocked. Once you have a carrier you have to activate the phone. I see no reason why you couldn't buy more than one. If you are a family, why not buy one for the SO, and your two kids - or does Apple really not want your business? That said, during launch day if they put some restriction it is probably to avoid hired-bums-for-spots to sit in line and buy 50 phones for eBay reselling, etc.