As another example, Facebook famously had (maybe still has? I have no idea) a limit of 5,000 friends. This was based on the idea that you were supposed to be friends with people you actually kind of know at least a little bit, which would probably fit within 5,000 for most people. After some more popular users started hitting the limit, it led to the development of public profiles/pages as an alternative product to handle that use case. So in this case the limit allowed the company to identify a new market that they could better serve in an alternative way.
BTW, the George Gamow book that the name comes from (One, Two, Three… Infinity) is a great read for anyone interested in popular descriptions of physics or math. He also lived a very interesting life, I would recommend his autobiography "My World Line".