Nah -- you're hung up on OP's comment that it might be viewed negatively because some companies charge a lot. Honestly, that is neither here nor there, because tutors working for companies are paid based on the market for tutors, not based on how much the company charges the student!
Given how much schools charge to submit a secondary, and how many of them are tossed aside with a very cursory review, they are hardly in a position to moralize about the ethics of pricing application services (i.e., if they wanted to take the moral high road, they could do a more thorough job of screening primaries, and not use secondaries as, in words of one wise SDNer, "a tax on the hopelessly optimistic or pathologically clueless," in order to help finance their admissions office operations).