Let's kill 'unlimited' once and for all?

Ben Smith over at the all new Wireless Worker site makes a rather challenging point about the mobile data market:

We have a chance – let’s kill ‘unlimited’ once and for all

The word ‘unlimited’ has been abused too much and too long by telecoms companies to be rehabilitated. It should be killed off now we have a chance.

via Opinion: We have a chance – let’s kill ‘unlimited’ once and for all | Wireless Worker.

What do you think? I reckon he makes a very good set of points, particularly around defining related terms like ‘fair use’.