To clarify why it bothers me: It tries to tell a story of "we as a company care about you", but at least in my experience, health care plans cover less than $100 per session, and in the SF Bay Area you easily pay $200+ per session for mental health professionals (as they are often out of network).
Maybe Apollo's health care plan has much better out of network coverage than what I'm familiar with, in which case I stand corrected (and agreed that its good to help cover copays, if this is what this actually does).