reliable = it either succeeds or you get an error after some time, unreliable = it may or may not succeed
I concur with the people who think "best effort" is not a good term. But perhaps TCP streams are not reliable enough for TCP to be rightly called a reliable stream protocol. As it turned out, it's not really possible to use TCP without a control channel, message chunking, and similar mechanisms for transmitting arbitrary large files. If it really offered reliable streams that would its primary use case.
best effort implies 'no, we're not going to be climb that curve and get try to get to 100% reliability, because that would actually be counterproductive from an engineering perspective, but we're going to go to pretty substantial lengths to deliver your packet'
Reliability is arguably more of a statement about the availability metrics of your underlying network; it doesn’t seem like a great summary for what TCP does. You can’t make an unreliable lower layer reliable with any protocol magic on top; you can just bundle the unreliability differently (e.g. by trading off an unreliability in delivery for an unreliability in timing).
UDP is at-most-once; TCP is exactly-once-in-order.
Oversimplified.
Best effort is a dumb term. There’s no effort.