Semantics of a word
The argument I have seen for this is determining what the word unlimited is. To me, unlimited in the context of internet is unlimited bandwidth. I have been led to believe that the industry wants to use it as unlimited availability. It is an easy assumption to make when you have been on a capped service and move to an unlimited service that there is no cap, meaning you have unlimited availability and bandwidth. I don't know why one would be surprised by this confusion? I guess it gives the ISP's an easy out when they say "Oh we meant X, not Y" and then boot people who they perceive are abusing the service, but can still advertise it as just unlimited.
It also gets interesting when they perceive you to be using a home broadband connection for business services. They can get nasty about that too.