In my opinion there is genuine cost sharing between club pilots where often ppl’s share flying legs.
However rookie pilots with a new licence are hardly qualified to be flying the general public on sight seeing expeditions.
It appears from my limited research the helicopters and aircraft are often rented.
That of course throws up insurance issues.
I have seen pictures online of ppl’s wearing a pilots shirt with four bars.
There are sightseeing helicopter tours through the Thames being touted.
The recent Malibu accident highlights what happens when things go wrong.