> It's a clear signal that the marketing/financial teams have taken over the businesses

Or that they're targeting the mass retail market, where people are technically ignorant, and "unlimited" is required to compete.

And statistically-speaking, is viable as long as a company keeps its users to a normal distribution.

I just read the Reddit post by their developer and my takeaway is that they have a very good understanding of “unlimited” really means. It’s not a shenanigan. It’s just calculated risk. It’s clear to me that they simultaneously intend to offer truly unlimited backups while hoping that what the average user backs up is within a certain limit that they can easily predict and plan for. It’s a statistical game that they are prepared to play.

In university we had computer labs, I worked in the office that handled all of engineering computing. You paid the fee for engineering school and you got to use the labs. They had printers. We wanted printing to be free. This didn't mean "you get to take reams of blank paper home with you", it meant "you get as much printing as you reasonably need for academic purposes". Nobody cared if you printed your resume, fliers for your book club, or whatever, we weren't sticklers. Honestly we wanted to think about printers as little as possible.

But we'd always have a few people at the end of the semester print 493 blank pages using up all of their print quota they'd "paid for". No sir, you didn't pay for 500 pages of printing a semester, we'd let you print as much as you needed, we just had to put a quota in place to prevent some joker from wallpapering the lecture hall.

It was hard to express what we meant and "unlimited" didn't cut it.

Most home broadband providers offer unlimited network traffic.