TBH they should quit with the unlimited crap and be more honest.
Why not sell consumer broadband similarly to the way a lot of business broadband connections are done with a committed rate and a burst rate.
We guarantee (low number here) at peak times but you may get up to shiny high number off peak. not only will this clear up any confusion it also negates the need for packet shaping as the isp knows exactly what the guaranteed limits payed for are and anything above that within the packages range is just gravy.
It would also train people to shunt there big ass downloads to the wee hrs of the morning off peak times helping to even out load. and allow people to know exactly what quality they can stream there cat videos and netflix movies at.