Given that their intentions result in the same loans as every other payday loan service, I'm not sure why we should care about their intentions even if we trust

Given that their intentions result in the same loans as every other payday loan service, I'm not sure why we should care about their intentions even if we trust them (I don't). The "Ladder" is an insult to the poor and to your intelligence. Poor people don't need loans at any rate, they need housing assistance, food stamps, and education/training to get better jobs. If you're giving an already poor person short-term income at a greater long-term cost, you aren't helping anyone but yourself. There isn't an ethical way to take money from the poor.