"You could put the original blame on verizon selling an annoying package or the fire department for not paying attention."
Or you could invoke laws about truth in advertising.
Saying "Unlimited" in large print and then imposing strict limits in the small print is the kind of thing that generally makes regulators very unhappy.
The fact that people have leapt to Verizon's defence on this shows how many Stefs(*) there are reading El Reg. There have been a huge number of legal decisions around the world that you can't contract out of advertsiing offers using weasel terms like Verizon have done (Or that Verizon has a number of stooges here)
(*)As in Userfriendly.org