Google Chrome uses separate processes for each tab / window. So I agree that in some ways it is a gift to Google, but it still encourages use of FF and IE over Chrome. Assuming Google is planning on expanded use of Chrome, this could cause problems for their product roadmap.
I would assume that multiple instances of the same processname would count only once, but who knows.
I don't know anything about how this works, but I'd assume for any level of backwards compatability at all, it has to be an extremely weak restriction.