[adbachman]

They do not set a limit, or at least didn't in this case.

"When I talked to Lucinda today, she asked if there was a cap on how many were sold to help protect the business from too much loss, and the simple answer is, no. When you sign up for Groupon, you are agreeing to sell as many as get sold."

[Kadrith]

I thought the merchant was able to set a limit, if they choose to. Or am I wrong?