Given that BT Wholesale charges on a percentile basis for peak bandwidth used, then unlimited is not going to happen at current price points.
Economics are very different on LLU, and this is also why any IPStream/WBC service that is unlimited ends up with horrendous contention at peak times.
It is a case of weighing up the cheapness of VoD IPTV content, versus buying physical media, and using savings on one to pay for the consumption habit on another. Or do as I do, one business line with static IP and IPv6, then another unlimited pure consumer service for the xbox/TV