What does the Wind Mobile sign really mean?

I may not have it verbatim, but the Wind Mobile sign visible from outside Cloverdale Mall has something like this on it.

All our plans are unlimited. Read the fine print and see.

I submit that this is clearly nonsense. If all plans are unlimited, there need only be one (unlimited) plan, eh? If the plan is unlimited, what does the fine print need to spell out?

It sounds like a dumb question, but what does this piece of advertising really mean?

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