Is there an example of a consumer facing SaaS that's been able to handle the "unlimited" in a way you'd consider positive?

>and "unlimited" is required to compete.

And there speaks marketing.

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

Doing a bait-and-switch on a percentage of your paying customers, no matter how small the percentage is, may be "viable" for the company, but it's a hostile experience for those users, and companies deserve to be called out for it.

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

So… Marketing has taken over, just as parent comment said. Got it.