You joke, but two(ish) decades ago we had an ISP tell my father that their "Unlimited Internet" referred to unlimited access (eg: 24/7/365) and not unlimited bandwidth. When he asked what the monthly data allowance was, he was told that there wasn't one... but it wasn't unlimited. It was just that our household was using more bandwidth than usual (entirely my fault, being a tech-crazed teenager at the time) and it would be really nice if we would cut that out - for the good of the network. So my father explained that he had a better solution for the good of the network, and canceled our cable TV and internet on the spot. We signed up with their competition (who assured my father that their unlimited internet really was unlimited) the next day.
Of course, now no one in my area offers an unlimited bandwidth internet package for anything shy of $130/mo.