My daughter had a limit of applying to 8 colleges and this was over a decade ago. One of the challenges is parents are only looking at this through their own lens and how it affects their child and the school should do whatever needs to be done.
Schools are looking at if from the perspective of limited resources and the number of things that the school needs to get done and how to best use those resources to benefit every child in the schoool. There is often a disconnect to the extent that some schools do pay for CBOs (community based organizations) come in and handle the college process. I personally am not a fan of this and think that there should be more resources provided to counseling and postsecondary planning. Unfortunately most school districts are not walking their talk when it comes to this issue (by the plain and simple fact that they see nothing wrong with 1 counselor for 500 kids)