That is what most don't seem to realize. What they consider as, "data", and what we use as LTE, they classify as different. People will still pay for x amount of LTE data but anything used beyond that will be throttled or pushed down to 3G/2G speeds, essentially making it useless for most things we use our devices for on a daily basis.
I like the Telus advertising honestly. Then again, I also like T-Mobile USA's advertising as well. Why? Because it's different in their own unique ways. With Telus, the "Future is friendly" might sound welcoming but a superior experience also costs more. Bell markets and holds senior citizens hostage and Rogers is well known as Robbers for a bunch of reasons. Yes, Canada could do a heck of a lot better for pricing and competition but that isn't going to happen any time soon. Bell and Rogers are great at playing the victim when it comes to the mumbling of any potential competition. This is why we aren't lucky enough to have T-Mobile in Canada like we should have back in the second half of 2011.
Why else would you need unlimited data if you aren't streaming, downloading plenty of huge files to consume content to watch on the go, stream and download music and so on? E-mails only consume so much data. MMS messages usually don't eat up much data either unless you sent loads of them. The whole convenience of the illusion of unlimited data is that you can do what you want with your device without the worry of some ridiculous bill coming in at the end of the month. Canada doesn't offer any plans like my T-Mobile US plan, where what they call, "Unlimited data" through T-Mobile One, is up to 50GB before you can potentially be throttled. Canadian networks would come to a crawl if we had those kinds of plans for $40 a month! It isn't that the networks can't be made to handle it, but it's because the two companies are too darn cheap to spend the money to better their networks! What reason do they have to better their services when they are both just as bad as the other?
I am all for better and cheaper plans that offer more! I pay more for my Telus line than I do for mine and my girlfriend's T-Mobile lines combined and get a heck of a lot more for it too. Toronto being Canada's largest city and it doesn't even have reliable cell phone service! Once you hit a tunnel, that's it! it's like we live in a third world country at times, but until Canadian's are willing to do without to get better. Then we are stuck with the third class service at luxury 1% prices.