Dear ASA:
The definition of unlimited: "limitless or without bounds; unrestricted"
Traffic management policies that restrict speeds more than 0% contradicts the above term entirely. This is not a technical restriction (as in ADSL where you're too far from the exchange and can only get, for example, 3mb) but merely a capacity one.
Secondly the higher the headline speed, the more aggressive the reduction in speed becomes. So having 40% of a 120mb line cut because I'M USING IT TOO MUCH (*11GB or more downstream between 3pm and 8P)M is a ridiculous LIMIT who pay the top price to access exactly that.