As I understand the argument, one of the typical comments favoring the 'Unlimited' plan is that many customers see a difference between "5000 minutes" and "Unlimited*" (because the * that indicates a 5000 minute cap is in mouse print, three pages away). I agree that it's best when a provider wants to be above-board in this regard and disclose the cap in their marketing materials. IMO, one of the best strategies here is to have on their webpage language such as the following: "Compare to xxx service's 'Unlimited' plan!". Links to competitors' TOS documents might help 'out' the practice, but may not be as 'safe' as posting language along the lines of 'Many other providers advertise 'Unlimited' but start billing overage or cancel accounts when usage exceeds 5000 min/month.'

There are many ways to spin this, and the argument won't go away any time soon. Kinda makes me glad I'm not in marketing...