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It's not a lie, it's marketing (.. well I guess that is a lie then).

Unlimited plans exist because demand isn't consistent, and shared bandwidth provides a way to lower prices. If I was guaranteed max bandwidth on 5G all the time on my cellular plan, I'd pay a lot more than $40/month.

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>If I was guaranteed max bandwidth on 5G all the time on my cellular plan, I'd pay a lot more than $40/month.

Okay, so the ISP expects that people won't use what they're sold. That sounds like their problem and their bad planning.

The actual limits are there and detailed in the terms and conditions, and often the marketing material will say that additional terms apply. It's the customers fault for assuming "unlimited" means actually unlimited, which is unrealistic and also not what a typical customer would think.

"We—on purpose—didn't mean what we said" is identical to "we lied".

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