If no one can offer unlimited then it shouldn't legally be able to make that claim. It's like putting cures cancer on your bread loaf and then changing the terms to say curing cancer means eating wheat; everyone should know it's a lie but it raises sales anyways.

What about words like ‘Ultimate’ or other commonly used branding words. Are you saying that no words except exact literal definitions must be used on all branding?

I hate to break it to you, but I think the cat is well and truly out of the bag on that one!