Weasel Word of the Week: Unlimited

Now, unlimited has an ‘un’ at the start – so it means the opposite of limited, dunnit. So if something’s limited, there’s a limit to it, but if it’s unlimited, there are no limits.

Oh look, O2 agrees with me.

It couldn’t be clearer could it? Unlimited data means no limits. Unambiguously.

Except for the excessive usage policy. So it’s limited after all. We’re back in the ad-world of ambiguity.

I have an iPhone and I really don’t have a problem if O2 say I can’t download silly amounts of data. But why do they go to all this trouble to spell out unlimited when they clearly mean limited?

It’s unclear, unhelpful and a pile of underpants.

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