OP, I feel the same way as you about value for money. Maybe £40 isn't a lot to a counsellor, but it is to me. Therefore, since I can't claim the money back if the counselling fails, I expect them to be good at their job. The same goes for any other kind of doctor I see.
I saw a counsellor for just half an hour after an attempted suicide when I was 13. He basically said I did it for no reason and that I must have plenty of friends because everybody does. Useful.
I saw one twice after starting AD's and he was easy to get along with, but he didn't offer me anything other than an ear. I never felt he was waiting to finish the session, but I do know he was very excited when my pills started working and I didn't have to see him any more. I was fixed, because pills worked and I'm still on them now. I'm not so sure being on pills for the rest of my life is a fix...
I saw one three times when my life was in a mess after moving to Sweden and the upshot of what he said was 'move back to England' which I suppose is good enough advice if all my problems were about how much I hated Sweden, but I am not in a position to move back and so I'm still the same, minus a counsellor as he couldn't help any further without enlisting the help of my ex partner who isn't interested.
So, all in all, I don't feel I've met anyone who can help me and I'm having more frequent suicidal thoughts now after years of having none at all. Awesome.
Anyway, the profession is let down by people such as those I have come across but unless you're made of money you're stuck with the few that are available in the local practices. In my area, that's just one guy.