Only one per customer (OK 10)

AyeRight decided to try ordering on-line again. Always on the lookout for a bargain he spied a £3.50 delivery slot offered by Tescos (Note: some are now down to £3.00).
Merrily clicking away on bulky and heavy items the order was placed. A confirmation email arrived and all seemed well till the phone went. It was a Tesco’s picker ‘You’ve ordered more than 10 of this item’, AyeRight agreed. ‘We’re not a wholesaler’, AyeRight again agreed. The conversation went on, mainly downhill whilst AyeRight was ticked off and accused of maybe being a business. ‘We’ll have none in store for our customers’; further excuses were reeled off one by one.
For those of you who don’t know, Tescos might limit you to buying 10 of any one item, apparently this applies in store as well as on-line.
AyeRight trawled through ‘Terms and Conditions’ on the Tesco’s web site but could find no mention of the magic number 10.
The problem (If there is one) seems to be that on-line you can order more than 10 items of any one product, but when your order hits the store they don’t like it. Someone at Tescos needs to have words with someone at Tescos and not blame the customer!