""Unlimited" should always be understood to include "but don't be a dick"."
So being "a dick" now is using a paid for service as advertised? ISPs should have no trouble delivering their advertised speeds 24x7 and if you paid for "unlimited" you should be able to max out that connection 100% of the time. Companies cant just redefine words and then shame or guilt people into their "marketing speak" basterdization of basic english words.
There are truth in advertising laws for a reason. This is straight up false advertising / fraud on the part of that ISP.
How hard is it for them to say "100gb a month plan" instead of unlimited? All ISPs give actual rates in canada that I am aware of. eg http://www.shaw.ca/internet/pl... Take a look, you can clearly see all the caps you get at every tier.
But maybe our consumer protection laws are stronger than yours, I don't know.
As they always say on the bus ads: Creativity is subjective, but the truth isn't.