I want to start out by saying that not having a limit does not mean infinite usage is possible. We’re all smart enough to know that no matter what storage technology we’re using to power your sites there will ultimately be a finite limit. What “Unlimited Storage” means to us is being free from an arbitrary limit that you have to keep in mind and be careful not to cross. There are several analogies I can make but the best that I can make is to “Unlimited Calling” on cellular providers.
When it comes to a cellular provider offering “Unlimited Calling” it does not mean that you can talk an infinite amount of minutes within a month as there are obviously a finite number of minutes in the month for you to talk. The key here is that you no longer have to worry about how many minutes you have used, how many minutes you have left, and whether you are going to run out and have to upgrade [read: pay more]. “Unlimited Storage” is the same in that while it’s not infinite – you no longer have to worry about running out or having to upgrade your storage to keep running your site.
Many see “Unlimited Storage” as a “marketing gimmick” or a “trick” to “fool those that don’t know any better,” into signing up. With many providers this is often unfortunately the case. There are a lot of providers out there that offer “Unlimited Storage” but when you read the Terms and Conditions there is either an arbitrary limit specified or, even worse, there is an ambiguous “fair use” clause that essentially says that if they decide you’re using too much they’ll kick you off or force you to upgrade. These providers have unfortunately damaged our industry as well as damaged providers that want to offer “Unlimited Storage” to simplify the lives of their customers.