The funny thing is, when Vodafone originally sold me my £7.50 bundle, they made it perfectly clear on the phone that I was essentially buying 120mb for £7.50, there was no suggestion that it was "unlimited" or that the 120mb was merely a "fair usage" cap, and I probably wouldn't have believed it if there was. It's odd that this bizarre marketing speak has since taken over and clouded the whole issue. I understand that explaining concepts like 120mb or 500mb to the average non-savvy consumer may be difficult, but surely it's easier than making these "unlimited" promises they just can't keep?