I think the problem is dentistry in the UK has always been cheaper than in other countries, partly due to the NHS, and in the last 20 years this has changed hugely. I agree that everyone should ideally have access to affordable dentistry, but with the lack of access to NHS care, it really is not possible.
£98 is still very cheap (for let’s say a 30 minute appointment) considering that has to pay for the hygienists wage, nurses wage, equipment, electricity, reception and administration along with lots of other things. Charging £98 for a hygienist appointment is likely to be making the dental practice a very very small profit (if at all) once everything else has been taken into account. Especially with the increasing costs of everything.
Many people will happily pay £30 for nails every few weeks, £25 for eyebrows, £40 for LVL lashes, £120 for hair every few months, £40 for a meal out, £30 for a takeaway - but spending money taking care of your teeth a couple of times a year seems out of the ordinary?!
And it always seems to come down to the dental professional being ‘greedy’, despite them spending years working hard at school to get the grades required to go to university, and then spending years and years in an academic unit, learning and qualifying in their profession.