I am going to give you a piece of advise that was given to me early in my attempt to play this game. "if you are just trying a piece of armor run 1, if you like it and you want it to be consistent run 2, but if you run 3 you will be accused of spamming."
sorry, I've gotta nerdrage on this one..
Better not take 3 squads of troops.. or you're spamming.... Meh.. this attitude just makes me facepalm like that nice bear above. The game has clearly defined rules for how many of a certian thing you can bring... The folks who cry spamming typically suck at the game and couldn't build a decent list to save their life.... I don't care of you're talking about the Roman Legions, Knights in armor, or a rifle company... Military forces throughout human history have embraced the idea that similar gear loadouts is smart... So what is the basis for whining about spamming? IMO, it's a complete and utter LACK OF WIN
Bottom line is that list building is part of the game. Just like if you suck at deployment... if you suck at list building, guess what, you'll probably lose the game.
If you want to play the game at a competative level, NOBODY is going to give you a hard time about bringing multiple selections of the same unit. If they do, then you can cry BS at will...
Best advice is to make sure you and you're opponent have a clear understanding of what kind of game you're gonna play. If you both agree to take the best list you can write and play, then groovy... but most times I find myself with competative lists and my opponent brings a "hobby" list. So I find myself adjusting my list so that I don't completely stomp them cause their list presents no challenge....
But please don't think that you should be worried about "spamming"