Unlimited is getting sillier

The Metro, (the only newspaper I read since it’s free) had an advert from ntl:Telewest for their broadband service that said:

Cable broadband has unlimited downloads…unlike BT, Sky, Orange or TalkTalk

BT and Sky at least (and possibly Orange, not sure) definitely offer “unlimited” packages that are restricted by a fair use policy. The fine print at the bottom of the ad said that the ntl:Telewest also had a fair use policy. So how exactly are they “unlike” each other? On a related note, the number of replies with TalkTalk complaints is getting really high. The irony is none of the broadband companies have tried competing on quality of service yet. ADSL