No, by 'market rate' I mean what other payday loan shops are charging in the area. The real problem isn't the loan itself, even if it seems exploitative: if so

No, by 'market rate' I mean what other payday loan shops are charging in the area. The real problem isn't the loan itself, even if it seems exploitative: if someone is in a cash crunch, it's perfectly rational to pay something like $20 to get $200 today (that seems to be what places near me advertise, at least as introductory rates) so they can pay their rent and not be evicted. The problem is the cycle they get into where then they're $20 behind for the next one. Then they get another loan and they're $40 behind for the next one, and so on. So you catch people that are already in the cycle, fix their immediate need (they need $200 to pay their rent), then help them figure out a way to solve the larger problem (have cash on hand in time for next month's rent) and break out of the cycle. So the 'mission' of the shop would become to put themselves and all other payday loan shops in the area out of business due to a lack of customers. Of course, this assumes that the root problem is a lack of planning or education about personal finance. Maybe an outsider's perspective would help. Or maybe that's completely the wrong assumptions, I don't know.