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I actually came here searching for info about this very thing because my first customer bought four products, and I noticed this behavior when I went to see how the information would be useful to me. The main problem that I see with doing it this way is in the area of exporting email addresses. If I do an email address export, this particular customer’s email address shows up four times. Maybe the email export can at least be configured to do a SELECT DISTINCT query so duplicates would be filtered out.