> In the US one has to pay "college counselors" and various middle men for handling all sorts of things.
That wasn't a thing when I was applying in 2005, is it recent? I just applied directly to the colleges I wanted, filled out the forms myself with some help from my parents.
No, I just went through applications, and that's not a thing, except with a few rich parents who are desperate to get their kid who has slacked off for years into a decent school.