Opponents of payday lending are putting out false statistics in Kentucky:

Recent data suggests that an average $350 payday loan ends up costing more than $800 once fees and interest are added, proponents of the cap say, because the loan is typically rolled over eight times.

There is more fertilizer in that sentence than on any farm in Kentucky. There are no rollovers in the state. There is no way you can legally pay that much for a $350 loan. You can take out more than one loan in a year, just like you can take out other forms of credit, but that requires you borrow additional money before paying another fee.