I'm Canadian and we saw something similar here.
We used to have 'unlimited plans' but the ISPs could throttle.
Then Net Neutrality rules came in and they became averse to throttling.
Then most plans became GIG limited with overage.
We're starting to see unlimited plans make a return now for some reason.
Now, I haven't read all the regulations on what the text of Net Neutrality means, but I actually think it has made things worse.
It used to be simple pricing for the people and when there was congestion on the network, the ISPs would throttle.
Now, in my view, what Net Neutrality rules should have focussed on was not getting rid of throttling, but on making sure throttling was not anti-competitive.
That is, it should be perfectly fine to throttle heavy users, but not a specific service (iptv, skype...)
It is still unlimited, just not unlimited at maximum speed.
I still love Net Neutrality as a concept, but I really don't like how it has played out in Canada and the USA.
Throttled heavy users should be perfectly acceptable as a business model as opposed to GIG limits and overage charges.
It is sad the regulations have made it otherwise.