Maybe they've changed it in the past hour, but as I write this comment the 25$ plan is called "Ultimate" and promises unlimited search, but not unlimited assistant.

I agree about the need for appropriate wording and advertising, but other than that, the new limits seem entirely reasonable and in line with what other aggregators like Abacus and Poe are doing. The paid plans of the major AI labs themselves always have usage limits too. It simply can't work any other way if you include costly models in the mix.