Question: would you then put Unlimited* with an asterisk: "unlimited within reasonable bounds"? I would feel it unethical to claim unlimited as a blanket statement.
We have seen it into the form of « fair usage ». Although I understand it from a merchant’s perceptive, I have not seen it well received by end users… yet.
Yes, as AnhTho_FR said, some * notating “fair usage” or “unlimited for advertised use-cases” gives you a fallback in the event of a dispute. It ultimately depends on what you’re selling and who your customers are. If a customer is legitimately consuming way more than planned - so much that it’s not compensated by other customers who use it way less - then just reach out to them and talk person-to-person about why they love your product, what it accomplishes for them, and your situation on cost. A genuine customer will welcome that feedback. A customer trying to game your unlimited system should can be unwelcomed for renewal - you can fire a customer if need be!