What’s the point of this argument?

From May to September, 83 percent of the payday loan industry’s revenue in Kentucky was generated by borrowers who took out five or more loans, according to an analysis by Melissa Fry Konty, a sociologist and researcher for the Mountain Association for Community Economic Development in Berea.

After taking out a payday loan, if consumers still face a cash shortfall, they have all other other options available.  They can bounce  a check, use overdraft protection, borrow from family, etc.  The fact that they choose another payday advance demonstrates that it’s a more affordable services than the other choices.