Telcos are in a war for subscribers. To get the numbers up, each will try and outdo the others in gig per dollar. One day, not that long ago, one came up with the idea for "unlimited" and width consumption and, though the others tried to find affordable alternatives they eventually had to do the same to stem the flood of people desperate to join the Smartphone Set.
Fast forward a few years, and the system has reached saturation, with too many customers for the available infrastructure and too many hogs snouting at the trough for the available cash flow to be deemed acceptable (public companies, shareholder value etc).
It will be interesting to see how closely everyone's throttling levels are set. I suspect massive collision between Telcos a-la Enron et al in California during the 90s.
The irony here is that some of those whining are shareholders and therefore caught in a noiseless face fiasco.
Absolutely make the term "unlimited" off-limits. Replace it with an estimate of the number of hours of video each plan can provide at acceptable levels of buffering stutter. That's what people seem to do with smartphones when they are not playing free games.