The noun part though isn't the part that, IMO, you care about really. Like you said, anything else could be attach to the plan as a name "T-mobile ONE" or "XL" or "AT&T super premium" or "Sprint ALL-IN" or whatever. The removal of the literal word unlimited is easy. But, it's the adjective part, correct me if I'm wrong, that you care about. The concept. You don't want any of the preceding plans described as unlimited when there are caveats or rules applied to the delivery of said service. I seriously don't have any problem with this viewpoint.
However, how do you describe these "not actually unlimited, yet not limited inside of rules plans". S, M, and L can be given numbers, X gb, but how do you describe the top "unlimited" plan simply -- with out using the adjective of unlimited. I mean, you're objecting to the fact that after a certain about of data use you -may- be subject to throttling. Which makes it not unlimited. But calling it throttled unlimited isn't accurate as you aren't always going to be throttled and not always even after you pass the de-prioritization threshold. I'd like guidance or insight from you on how to describe these plans in a manner that is acceptable to you.
Well it is the noun, the name of the plan I object to the most. I think that is where the disingenuous part is, that creates the (false) impression that you get truly, actual unlimited data - and I mean it feels ridiculous to me having to add superfluous words like 'truly' and 'actual' to a word like 'unlimited' which is absolute in nature to begin with (!).
As for how to describe such plans after the headline name of the plan - well you've done a fairly good job yourself whilst arguing against yourself that it's difficult to do! I mean "the fact that after a certain about of data use you -may- be subject to throttling" is fairly near and doesn't use the word unlimited does it?
There are lots of ways it could be phrased, but I just think it's self-evidently silly to say 'unlimited - but with limits'!
How about, just for example, 'XL Plan - The plan with no 'hard cap' on the amount of data, 4G/LTE speeds whenever network is capable, network management measures may apply under significant load (see more detailed explanation in terms and conditions).'
Then in the terms and conditions it can be explained that: 'if lots of uses all try to use the same tower at once, physics and technology mean that not everyone will be able to get as fast speeds as we will otherwise deliver to you on the XL plan. If this happens, the users who have used less than our 'soft cap' of (e.g.) 22GB will be given the priority, but rest assured that you will be provided service as quickly as these measures will otherwise allow'.
That's just off the top of my head, anyone is feel free to pick holes in it or suggest better wording if they like. But I come back to my initial point - I just don't think they should use the word unlimited (most importantly as a name, but also in the description if they can avoid it) because really it isn't unlimited. Maybe better terms than 'hard cap' and 'soft cap' could be come up with in the descriptions and T&Cs - but a soft cap, or level of data use where the service may change is in itself a kind of limit, which underlines my central point.
And kudos to you for engaging in a positive, sensible and reasonable debate on the subject!
