Nothing new. The word "Unlimited" is a marketing phrase for lots of organizations, but the operations folks definitely have limits. You can sign up for a Sprint Wireless Broadband card with "unlimited access." If you use more than 5GB/month, you get disconnected.
These organizations do not want people operating file servers or anything else that uses excessive bandwidth. They want those customers to pay for data hosting service plans that cost far more. I don't think that logic is unreasonable, but they should not market their plans as "unlimited" when limits clearly apply.