This is a family choice, not a limit that should be imposed externally, whether it is a good idea in any one situation - in our infinite CC wisdom - or not.
As good as the NPC has become, it still doesn’t predict FA well for divorced families and businesses, so limiting apps in those cases doesn’t make much sense.
All this stuff about finding the perfect match and fit ignores the reality that many students will do well in many different colleges, the main fit factor may be cost. And cost is often opaque, still.