From a story out of Utah: 

Although the loans are advertised under a different name, those who are opposed to the offerings are calling them payday loans.

“I’m just highly offended and outraged that they would offer this kind of a loan,” said Nancy Groshart, of Ogden. “I think it’s worse than going to a payday loan place because at least they advertise that it’s a payday loan.”

Er, uh, maybe the loans can’t be made any cheaper.