I fail to see a competitive edge for this company? If providing uncapped internet is profitable at those rates, can't the existing telecom providers just start offering uncapped plans? That renders the whole point of this company moot.
At the same price the biggest telco is only willing to give about 12gb capped data. And it's no where near the quality of a zuku connection.
I think it might have to do with the physical infrastructure. A cell tower can be seen as an access point shared by millions and therefore has to have limits on what each device can send and receive. Home internet is via fibre and an an access point shared by only memebers your household.