said by X_Digit :

"ISPs, who have increasingly struggled with these users, first stopped advertising their services as unlimited (if they were smart)."

Bullshit... we're all already accustomed to the way the internet works now. They start cutting back or billing per byte, I can guarantee a backlash! Look at all the shit Comcast gets now... they start restricting or cutting back too much, people will start to find their own ways around it.