Business like to advertise things as "unlimited" when there are some natural limits. There are "all you can eat" restaurants, but nobody can eat 100 kg of food. My internet provider and my mobile provider give me unlimited traffic, but it's limited by the effective speed (and the mobile traffic speed is clamped after several gigabytes per month).
But when a natural limitation is lifted, the businesses have to reconsider their "unlimited" policies.
But when a natural limitation is lifted, the businesses have to reconsider their "unlimited" policies.