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CBT is definitely NOT a 'one size fits all'. CBT is an umbrella term for infinite variations of the cognitive and behavioural models.
However, you're not alone in having that misconception.
I don't think it's my misconception (I realise there are dozens of CBT variations), it's my observation (and that of many service users and professionals I've met) of the way talking therapy options seem to have evolved over the past 15 years or so. Perhaps not an completely objective one though - I'm happy to be proved wrong :)
It's this measurability that has surely resulted in its prolific use across so many different mental health issues, as well as its relative low cost, of course. I agree it can have marvellous results, when used correctly, with the right patients, but I do worry that it's become a bit of a default one-size-fits-all approach that isn't suitable for everyone, yet ousts some of the less measurable, lengthy or more costly therapies available, which can't be a good thing.