Life is interesting. It is quite fascinating how fast a payday loan can provide your required money for unanticipated financial happenings. Since it is created intentionally for emergency purposes, speed becomes its main focus. No more a mountain of documents needed, less or even completely no faxing at all, and the availability of online subscription streamlines the loan processing. No wonder, then, if this financial commodity wins the heart of many financially distress people. The growing popularity of payday loan has attracted thousands, if not millions, of payday loan services or lenders. This intense competition, eventually, leads to a race among the lenders to provide what the customers want at their best. One of the marketing weapons used is giving the lower price. Too bad that many forget that quality should not be abandoned because of they lower the price. People indeed look for the most affordable prices, but they also put the quality of the service into their considerations. Lenders should not expect to be deluged by an overwhelming number of new clients just because they have lower prices than their competitors. If you want to take the best option then you need to consider what criteria you want to apply.