From what it seems, their customers would have to be the most...

From what it seems, their customers would have to be the most cash strapped or ineligible small businesses in existence ... those that have probably have already loaded up their credit cards and got said loans from elsewhere ... It seems their mix of clients are like Cafes and smaller retailers who'd be harder pressed to get cash, and or just dont want to go through the rig-moral of applications and want an instant "hit", made quickly available to them online.

The problem is, these loans probably puts these businesses in a worse position than before, and are really only an uber expensive short term solution/fix, for what would really be an ongoing cash-flow based problem for most of them....