Come to think of it, there could be real benefits — possibly unexpectedly strong ones — in being bold enough to just say: “Unlimited… until we decide otherwise.

Come to think of it, there could be real benefits — possibly unexpectedly strong ones — in being bold enough to just say: “Unlimited… until we decide otherwise.” Differentiation through honesty: In a market full of fluff, directness stands out. Customers might respect a brand more for telling the truth plainly, even if the truth isn’t ideal. The risk: It could scare off some customers who don’t read the fine print anyway. But that may not be a loss—it might actually filter in the right kind of customer, the one who wants to know what they’re really getting.