In my opinion, advertising should not be allowed to contain all inclusive words if they are not. You should not be able to say unlimited if you have some limit. Technically speaking, even if they didn't do this, there is a limit, since the speed is not unlimited, there is some max limit to the data that is possible. The correct term would be unmetered if they did not restrict his usage. Additionally, terms like, endless, all-you-can-eat, bottomless, unlimited, best, fastest, and so on just continue to propagate unrealistic expectations and cause this kind of problem.
If you can't measurably deliver on your promises, you should be prevented by law from promising it.
If your claim to fame is that your company cares, you should be required to care, or if I call and get some apathetic customer support rep, you should be held liable for false claims. This time of marketing at all costs needs to end.
I also find it disgusting how these carriers want to offer unlimited usage, get people on their network, then revise the terms when they cannot meet demand after they've already roped you in. This feels like classic bait and switch to me.