Wouldn't it be more like after 2 cups they only get served in half-cup increments? I agree with the sentiment. Unlimited with throttles isn't truly "unlimited", but "unlimited*". That said, the FTC complaint seems to take issue with that AT&T did not "adequately disclose to its customers" this information. And there, I take some issue with this. AT&T did actually explain that. Maybe some consumers didn't understand that because of the lack of an asterisk. I guess this will be interesting to see just how important an asterisk can be.