Not that I am defending predatory practices, but you have to put things in perspective. Firstly check out Wonga's advertising - they're an iPhone app. People who can afford luxury smartphones are not "desperate families". That is why it makes sense to lump them in with other dotcommy companies.
Secondly, if a week before payday I lend you fifty quid, and you pay me back and buy me a pint to say thanks when you get paid, that's a higher "APR" than Wonga charges, because APR is meaningless for any loan of less than a year.
Secondly, if a week before payday I lend you fifty quid, and you pay me back and buy me a pint to say thanks when you get paid, that's a higher "APR" than Wonga charges, because APR is meaningless for any loan of less than a year.