When I was 13 in 1977 I saw Star Wars in the theaters about that many times. Of course, in those days there was no expectation that in a couple of months you'd be able to watch on your hi-def home theater-size TV, and the big screen was still actually a big screen.

Question is, how do they know it’s abuse? I have a feeling they’re just using that as a catch all for all heavy users.

Well, the heuristic seems to be that if you are getting tickets to the same film more than once, you're likely abusing the service.