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I think one of the real reasons behind this storm in a teacup is that politicians of all complexions like to be seen to be taking on powerful but unloved industries like payday loan companies on behalf of the poor harrassed consumer, especially as we get closer and closer to a general election. There was a similar furore when the allegations of widepsread phone hacking by the popular media came to light - politicians who had previously queued up to pay homage to the great and benevolent Mr Murdoch couldn't wait to stick the boot in. It's all just a game to them.