We're making progress.
Last year, Spark, 2degrees and Vodafone launched "unlimited" mobile data plans that had so many qualifiers that they caught the attention of the Commerce Commission (this morning, a spokesman for the regulator said its investigation is "ongoing.")
All throttled speed after you used a certain amount of data, and none would allow hotspotting or tethering (sharing a phone's internet connection with other devices) - a really useful feature, especially for travellers.
Vodafone also restricted video streaming to your "unlimited" mobile to standard definition (480p), at a time when most streaming video services - including Netflix, which is offered free with some Vodafone plans, offer high definition (HD) or even ultra high definition (aka 4K).
2degrees' new unlimited plan offers hotspotting and tethering as standard (as opposed to some of the extra-cost options that have crept in).