Be Broadband has expressed its annoyance that fellow providers use the term "unlimited" to describe their services when in fact they impose a strict fair usage policy (FUP).
In an interview with ISPReview, the O2 subsidiary's head of marketing, Oli White, claims that Be Broadband has never capped a customer for reasons relating to usage.
He said: "Be Broadband offer an unlimited service and we have never capped a customer due to excessive usage, only for attacking the network!
"We therefore feel slightly aggrieved to be in same boat as suppliers that are "unlimited" but then have very restrictive FUPs."
Mr White went on to muse: "Maybe the answer is to have a ridiculously high limit."
Be Broadband is currently offering uncapped, super-fast 24meg broadband with a free wireless modem, plus 24-hour support for £18 per month.