simple Q: Limit on Virtual Products?

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Just a simple question, I searched the forum but i could not find the answer. My apologies if this is asked many times before.

I have a virtual product (a PDF of 12mb) that is free to download. The limit I can set in virtual product, is that per customer or is that the total customers can download it?

Would it be bad practice to set the number at -1 (unlimited) for a pdf of 12MB or does it not matter that much?

Thank you!

Thank you. Case closed