As a side note, the apr is somewhat illusionary. Reg Z requires creditors to list the interest % as a yearly rate/APR. 468% seems god-awful!! But the fact is when you take a payday loan, you're not borrowing the money for a full year; you're only borrowing it for 14 days (theoretically...).
Most people assume they take the rate shown in the box, multiply it times the amount borrowed, and that's how much interest they will pay. But that's not true.
In the above example, $500 is the loan amount and 468% is the APR. To get the actual (nominal) rate, you would divide the APR by 365 (number of days in year). 468%/365 = 1.28% ... this means that you would pay 1.28% per day in interest ... $500 X 1.28% = $6.4109/day. Multiply that by the number of days you will have the loan (14), and we see $6.41 X 14 = $89.74 (off by 26 cents, but Reg Z allows a margin of error of .0125%).
As you can see, if the payday stores were able to say "we charge 1.28% per day," that would sound a heck of a lot better then "we charge 468% per year." But it is RegZ that makes them disclose the annual rate, not the daily rate.
I am not taking the payday stores' side... but let's look at the equation if they charged 18% APR on a $500 loan for 14 days .... 18%/365 = .0493% per day ... X $500 = 24.658 cents per day ... X 14 days = $3.45. If the paydays charged 18%, they would only stand to make $3.45 off of a loan.
In comparison, look at your 5% APR mortgage on a $140,000 balance ... using the same calculation as above 5%/365 X $140,000 = $19.17/day X 30 days = $575.34 interest in the first month of your mortgage. And that's at 5%.
My conclusion is that, while a rate may seem high or low, you need to compare it to the amount borrowed in order to get an accurate picture of the actual interest charged. 200% APR may seem ridiculous, but computed against $300 borrowed, it amounts to $23.01 in interest over 14 days. That is the whole purpose of TILA and Reg Z, to give you an accurate picture of what you're getting yourself into when you borrow money.