>The instant I see the word "Unlimited" - I don't even bother to investigate further, as the project is either (A) Lying, (B) Unsustainable, (C) Rate limiting or otherwise bottlenecking you so you can't really use the service effectively.

I agree. It's infuriating, really, especially because the defense is always: "Well everyone else is a liar and that word doesn't mean what it means in the dictionary!"