Consider for a moment the word unlimited; it's an adjective and, if you'll pardon the condescension, it means the following:

1. not limited; unrestricted; unconfined
2. boundless; infinite; vast
3. without any qualification or exception; unconditional

Except in the world of mobile data or mobile broadband, where unlimited means, in a vaguely disturbing twisted, inverted, doublespeak sort of way, the exact opposite.