The decision to lift data limits was based on customer response, which indicated a dislike for caps on something branded "unlimited," despite O2's analysis that most customers use just 5Mb per month on normal cellphones. "Customers find 'unlimited with limits' confusing," says O2 UK CEO Matthew Key, "plus most people don't speak in megabits or understand what they equate to. So we've taken the decision to remove the fair usage cap so that 'unlimited' really does mean 'unlimited' -– this is a market first." There in fact remain two restrictions on iPhone use, however: the device cannot be used as a modem, and data transferred must be for personal and not commercial purposes.