From recent experience, shopping aorund for central heating work is the only way forward.
Called in a "reputable" local plumber to look at my boiler which was simply not working. Sharp sucking in through teeth was followed by an estimate for £2800approx to replace said boiler. As luck would have it my wife told a mate at work and it transpired that her hubby was an old school plumber, ie. time served apprentice etc etc. He came round looked, sucked through his teeth, and then said "shall we look at the cheap bits first before we repalce the most expensive bit?" A rapid nodding of my head led to him popping in, taking the pump off cleaning it out, resintalling it and a bill for £45 including VAT. The system has never worked better, and its some months now since he did it.
I checked out the British Gas thing, and it seems that they actually charge considerably more for chargeable work than anyone else. In fact od I remember rightly there was quite a long thread on her about it a while back.
So careful of what you buy into, and don't be afraid to shop around and ask for references from other jobs.