the problem here is there is konflation on lines, lenders offshore registered with nobody. you have to make distinctions among those enlts to determine whether or not they have a good reputation >>> let's talk about some of those distinctions. some of the worst offenders are the tribal lenders and on line. the average apr of a brick and mortar, a store, payday alone is 391% program. sometime very high. >> yes. it is high. it reflects the fact that this is a relatively labor-intensive operation. if you look at the profits that they make is far less than what a bank makes on a return of capital. it is not that people are making exorbitant profits. it is a relatively inefficient way in which to loan money. it has the advantage of being in the neighborhoods of providing a friendly one-day service, also other advantages in terms of the excess that it can have. the rate is high and the only way it will come down is through competition. that is not being sponsored or formatted by the cfpb >>> you mean other banks offering the same audience loans at a better rate. >> it often is. w