In this chapter of Christian Counseling, Maloney & Augsburger articulate the differences between those who want explicit Christian counseling and those who want Christians who counsel. They detail many reasons why clients seek out Christians. Some do because of availability (ease of going to), some because they think it will be cheaper, some because they want the integrity. They provide a helpful reminder that some want a Christian but not Christian counseling. I have certainly found this to be true–some people come because they want the morals and the spirituality but not biblical intrusions. Some come because their relative really encouraged them to come. Now, some do seek explicit Christian counseling because they want Christian interventions. Others also want explicit Christian counseling because they fear their faith will be ridiculed and undermined by unbelieving counselors. On page 15, the authors draw a 4 cell model of Christian counseling. Christian counseling varies between low and high client expectations for explicit Christian counseling and also varies by low and high counselor expectation for Christian counseling.
Maloney and Augsburger encourage counselors to be explicit up front as to what they practice so clients can make well-informed decisions.
Commentary: Not much to say here but I agree that there are many variations of Christian counseling–and many that lack real substance beyond a verse or catch-phrase. I once had a psychologist professor tell me that when a person asked her if she provided Christian therapy, she in turn asked them what they were looking for. If the client said that they wanted to start in prayer, then she started in prayer; if they wanted to read the bible, then she used the bible. I remember feeling quite bothered by her answer. While she was trying to be all things to all people, it felt a bit manufactured. However, I realize that people do have all sorts of conceptualizations of authentic Christian counseling. A counselor might very well be articulating a Christian view of marriage without quoting Scripture. They might pray continuously for clients but never in session. But does the counselee know or feel this as Christian counseling? Given their culture/background, they may not find it “Christian” enough.
Musings on Faith and Psychology 
I would agree on the fact that Christian counseling is very difficult to define. I believe that the problem similar to the fact that there is over 1000 different protestant denominations. Often times Christians cannot agree and like to spend more time on proving they are right than trying to figure out what is right and what is best for everyone.
I have received criticism for not being Christian enough, for being too Christian, etc. The fact is God is using me in the lives of the people He is sending me.
Hopefully, Christian counselors can one day agree long enough to define what Christian counseling means.