Kristi in Rochester writes: "The cell service Cricket has a big corner store, where they proudly proclaim their “Unlimited” service. They employ quotation marks in the time-honored “we are lying to you” format, more genteelly covered by the asterisk and footnote. In the new grammar of quotation marks, perhaps they are trying to emphasize the word, which, of course, was not covered by the larger, bolder lettering."
indeed. Leads me to wonder what the limits are.