I think the difference is that if I forget to go to a therapist's appointment, I'd be on the hook for 2x a single appointment, and then that would be it until I called back and said, "sorry I forgot," or whatever, and set up more appointments.
With BH, it was way more open-ended, and if you're not initiating the conversation (because the therapist is just a chat line, and you don't have appointments unless you request one), you were literally paying for nothing. They never stop billing