I have attended a meeting between all services providers - Telkom, MTN, Vodacom, Cell C, etc., about 8 years ago. One discussion was related to the term 'Uncapped'. Back then it was agreed that the term 'Uncapped' would be used in marketing certain products as the general public will fall for this and join in.
A marketing agency talked at the meeting, stating that this type of marketing would attract the attention and almost 90% of all average and high-IQ consumers. The agency also mentioned that this would be a form of a consumer scam, although technically it will not be easy to proof in a court and consumers would not have sufficient funding to take any of the companies to civil court.
Back then they already implemented caps. Some services providers were angry at others for wanting to allow high caps. Back then, they wanted a unformed 5GB cap and then limit users. Some didn't want this and wanted to give a higher cap.
There was a lot of technical talk about restrictions and bandwidth costs, but at the end of the day, the whole meeting came down to services providers knowing that they were scamming consumers into contracts - hoping they will not read the fine print.
So, I said it back then and still say this, people are really stupid to believe that they are entering into an 'uncapped' or 'unlimited' contract at any services provider anywhere in the world. It is just a consumer scam aimed at getting a consumer to sign a 2 year contract.
There does not exist anything such as unlimited. No company in this world can offer anything 'unlimited'.