Sprint CEO Dan Hesse argues in a new TV ad that its Simply Everything Plan “offers more value and simplicity than other wireless carriers, and is the only plan from a national carrier to offer true unlimited service while on the Sprint network for every phone without the worry of throttling or overage.” Taking aim at what it says are AT&T’s tiered data plans, Verizon’s new policy of slowing down speeds for heavy users, and T-Mobile’s policy of limiting speeds once customers reach 5 GB of data usage, Hessa says in the ad: “The other day, I looked up the word unlimited in the dictionary. Nowhere in the definition did I see words like metering, overage, or throttling, which is code for slowing you down. Only Sprint gives you true unlimited calling, texting, surfing, TV and navigation on all phones.”