There's no such thing as Unlimited Data

Those companies were idiots in offering unlimited storage of data in the first place (and the guy who suggested it should be retired) as evidenced by the users that took them at their word.

Offering unlimited, unthrottled bandwitdh is another idea that has resulted in both abuse and customer dissatisfaction. When you can not control who, how many, how much you have no business offering unlimited anything.

Kind of like offering an all you can eat buffet and expecting people to control themselves. Doesn't happen.