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They say that the term unlimited is the industry standard term. the industry standard that ignores the English definition of the word that is understood to mean by the English people.
Ah right, so presumably "fibre optic broadband" is the industry standard term for "copper" and "super fast" is the standard term for "fairly rubbish".
VM are doing the same as other isps because the ASA have basically said its fine to use so they will do what they can get away with.
A much better defenition is unmetered which means you wont be billed extra for high bandwidth usage but can of course still be restricted in what you use, far more honest but wont sell as many packages