To be fair, Provident are a long established company specialising in cash loans for those who may not be able to raise them elsewhere and they are not an insubstantial company. They regularly appear in the FTSE 100 index and I have seen times when they are in there and British Airways aren't!!
I could make a very strong case for saying that if every lender acted as responsibly as Provident try to then we wouldn't have such a massive problem with consumer debt. Whilst their APR's are horrific when taken in isolation, they have a long established policy of not overcomitting borrowers by having agents getting to know folk so that can guage earlier whether someone is a risk or not.
If you remember the old days when banks would not lend you money without a meeting with your branch manager, then the same principle applies, in theory at least, with the Provy, therefore far fewer people get in to the sort of mess that can be created by the "computer says yes to your new credit card/loan/overdraft" policy that the high street lenders have applied for years now.
I realise that this may sound like a defence of the Provy, but is isn't, merely an attempt to present a balanced view, the company itself provides a valuable, albeit very very expensive, service to those that choose to pay for that service.
Regards.