I may get slaughtered for taking the opposition, but I can't say no to all teachers or coaches just because they cost more. I usually write educational expenses off on my taxes anyway.
Back when I knew nothing about nutrition or fitness, the books out there looked like a mountain of contradictory information. I was overwhelmed. Had I not sought out all of those who were more knowledgeable than I was, my health would be far worse than it is now.
Many books on how habits are formed or altered (Ex: The Power of Habit by Charles Duhigg) discuss how we can use multiple resources to kick ourselves into learning something new and sticking to it.
Additionally, I think the term "guru" is warped. Many people think a guru is a borderline demigod and occasionally set sky-high expectations for them. Sort of like that book The Secret, which to some was misconstrued as wishful thinking where they neglected to implement and take action on their goals.
When I think of a mentor, I think their time is most certainly worth money because I don't want a watered down version of training. I want a drill sergeant who will hold me accountable so I can learn faster. And a book cannot tell me when I have made a mistake, especially if I am at a level of "conscious incompetence", where I know I lack a skill set, but am unsure how to go about it exactly (example: a baby who knows he wants to walk, but is still falling on his butt.)
So in the end, I'd say to each their own. If someone responds more efficiently to a coach than a library membership, that's their path. I myself use everything I can. It's just too bad these topics still aren't mandatory in public education.