The answer to your question about how many users an instance can support is "it depends". An instance is virtual server dedicated for a particular application. The number of users an instance can support depends on the workload of the application. Since R is a single-threaded process, if a particular application is doing heavy computation other users will be forced to wait before their requests can be processed. Likewise, if the application is doing relatively little computation, many users can be serviced by a single R process.
To work around this limitation of R, ShinyApps can scale both the number of R processes per instance, and the number of instances. However, as you noticed, these feature are not enabled for the Alpha. If you are running into issues with application performance because of many users, I can work with you to address this.
Hope that helps,