There is no maximum application amount but, in certain circumstances, you will only receive priority on the first £10,000 you apply for. This is known as the priority limit. Any shares applied for in excess of £10,000 will be treated as if it were a separate application in the wider Retail Offer from someone who is not an eligible employee, and you may not receive all (or any) of the shares represented by this excess application amount. The figure of £10,000 may be reduced if the shares allocated with priority to all employees would otherwise use up more than 10% of all the shares sold in the Retail Offer to employees and members of the public. In certain circumstances, the priority limit could be lower than the minimum application amount.
So are they saying we can only have 10% including any additional shares we may wish to purchase and the public ?