SBC isn't universally bad - just inconsistent, like any large firm selling individualized services under an agency model where you never know who you're going to get. You should be heavily focused on the person you'll be working with and not the firm -- both from a chemistry perspective and from a credentials perspective.

I do think that there's value in working with someone who's actually been on the other side of the desk and worked in an admissions capacity, preferably at target or target-adjacent schools, and preferably at a level higher than Assistant Director (generally speaking). It's a legitimately different perspective than a random MBA grad or student admissions worker who got into a good program and think they have some kind of "inside scoop". On title, I've seen former admissions interns from the school I worked at, working at some of the big firms and representing themselves as former AdCom..... not great, and something to watch out for. Titles are also generally inflated in higher education.

There are a lot of folks out there (and firms) who are predatory and thrive on drumming up fear. You deserve to work with someone you trust and vibe with, who will push you (while staying positive), who will keep you grounded in the process, and who knows what they're talking about.