If you can create a better lending service for people in the payday loan industry, you have had, what, 20 unobstructed years to build up a competing business and rake in a nice living for yourself. So what has stopped people from offering cheaper alternatives? Perhaps the industry isn't so profitable as you think it is. Perhaps the high rates are necessary because (1) they are very short term loans, (2) overhead costs must be covered, & (3) you have losses due to defaults lending money to one of the riskiest segments there is.
I have lots of friends who are entrepreneurs, if there is any industry making very high profits as you believe payday loan companies are, they would be all over creating a competing business. Cable companies are predatory because it's not cost-effective for a competitor to run all new, redundant, wiring throughout a region for their services. There is no such limitation preventing multiple payday loan services from competing for your business. There is no barrier to entry from high startup costs. All you need to create a competing business is a sum of cash and paperwork. Set your fees a little lower than the competition and the customers will come to you.
There are more payday lending facilities in the United States than there are
McDonald's! Ironically you started your post bashing me but couldn't put in even a tiny bit of research yourself before going on a tangent that "if it's so profitable everyone would be doing it". If there are more of anything than there are McDonald's in the country you can bet your ass that it's lucrative.
Or perhaps all these people are lending out money to the group of highest risk borrowers in the hopes of making a measly 5% return. You are free to have your own opinion, but I'm gonna go with a smidgen of common sense and say they are raking in far more than that.
And at the end of the day, it's not the loan company who is at fault for the person needing a loan.
No one is arguing that it is the loan companys fault that they needed the first loan. We are arguing if reasonable restrictions/regulations should be placed on them just like every other business has to deal with. I can use every argument that you just did on the big banksters and we all saw how lax regulations and lack of enforcement worked out for us...