Quote
How come people are happy to pay more than 10k for a helicopter licence?
Answer: Not that many people are.
Look at the figures for PPL(H) and PPL(A) holders, there is significantly less people holding a PPL(H) than a PPL(A)., the main reason is cost. One of my current students had done PPL(H) training in the states, upon returning to the UK he opted to do a fixed wing PPL(A) due to the cost of rotary flying.
If PPL(A) holders reduce to the levels of PPL(H) holders the instructor shortage will be easily solved.