9.99 % and unlimited liability

Anyone who travels by a shuttle to office is audience to the morning shows on FM radio channels. A recent campaign by GE finance is doing rounds and every 10 minutes you get to hear an ad about home loans at 9.99%. Even before I could think this was too good to believe there was something at the end of the ad that made me think.Usually there is guy who says disclaimers like "Mutual funds are subject to market risks..please read offer document carefully" with such speed which makes me think they made him drink litres of water,tied him to a chair and got him to repeat the disclaimer till his bladder burst out. In a similar tone there is guy who tells "A company with unlimited liability" Will someone tell me what the hell unlimited liability is? As far as I know a company especially a financial one doesn't get limited liability if its credentials are shaky so that customers can personally hold the directors responsible if something goes awry..

I need to find out more..The deal of 9.99% looks shady.