When the electric bill becomes too heavy of a burden; when gas prices render a trip to work unaffordable; or when insurance fails to cover the expenses of a health care crisis, for many, few options exist. Some will ask friends and family for help. Others may apply for a small loan at a local bank. However, for many Idaho residents located in low-income areas or communities of color, these are not viable options. Instead, MoneyTree, Quik Cash, EZMONEY, and other payday loan centers line the sidewalks with open doors waiting for the opportunity to profit from the financial hardship of consumers in need.