How do you propose things change?
Others mentioned not pretending to be unlimited. Actually charge for usage, instead. (I actually hope companies don't do this, as I'm WAY above the norm for usage.)
Another thing that some companies do is limit your speed once you hit the cap. That makes sure that you can do anything you -need- to, but can't go too much further over the cap.
It is amusing to remember how people disparaged pay for usage models just over a decade ago, though. :-)
1. ISPs will structure the rates so that everyone ends up paying more.
2. The early adopters and developers that push technology forward are often at the high end of bandwidth usage, and in exchange for bringing new technology to the masses, the masses should be okay with 0.1% of their bill paying for the early adopters' bandwidth.
Regardless, I'm curious what models people advocate. After all, there appears to be only one electric provider in Seattle. If we were, as proposed, to follow that model, then Comcast could negotiate to be the single service provider and then charge per usage. Is that more desirable than what we have now, where there are multiple providers offering different services at different rates?
If we're to argue for something different, we should be aware of what we're arguing for.