Be Broadband has no intention of introducing usage caps across its range of broadband deals, according to its new Managing Director.
Tom Williams, who recently assumed the role vacated by Felix Geyr, said the 40GB cap on the current Be Value promotion should not be seen as a sign of things to come.
"I want to reassure you that this is absolutely not the reason we launched the product," he told the company blog.
Mr Williams said the usage limit was a one-off, as the firm thought it would be economically "wrong" to offer unlimited 8Mb broadband for as little as £7.50 per month.
"The simple fact is that bandwidth is not a free resource, it has costs associated with it and we just needed to be really careful about balancing the amount of data consumed by people signing up for what is quite a cheap version of a premium, non-traffic managed product," Mr Williams said.
He explained that the 8Mb capped value product had been designed to ensure Be "could still provide a premium product at the advertised price".
From the end of this month, the £7.50 Be Value price reverts to £13,79, signalling the return of the unlimited usage allowance.