Deadlines are inevitable. Sometimes when you need money, you need it now! Even if payday is only two or three days away, that can't prevent you from getting whacked with bounced cheque fees, having an angry landlord or failing to get enrolled in college for the semester. A Pay advance is another avenue of finance created for people who may have burned other bridges with their credit cards or borrowing from family members.
Ideally, the pay day advance borrower has learned his or her lesson regarding responsible borrowing. The idea is to only borrow what you can pay off in your next pay cycle. Credit card companies try to entice people to spend outside their means by offering low "minimum monthly payments." People think, "Ten dollars? I can afford that!" So they charge up thousands and the interest makes it nearly impossible to pay off. By contrast, a pay advance is given in good faith that the borrower will pay the full amount at the end of the term whether it's 14 days or 30 days.
Additionally, pay day advance borrowers are encouraged to only take what they can pay back in the next pay cycle. This small short-term loan is meant to be another bargaining chip, rather than a magical cure-all. If you have a huge medical bill or expense, see if you can negotiate with them to pay a few large chunks in consecutive months. Often when dealing with creditors or medical companies, they will accept some sort of reasonable settlement.
As you know, failing to pay your credit card on time skyrockets your interest rates. Similarly, a pay advance will penalize you for failing to hold up your end of the bargain. This is where some of the negative publicity comes in. However, most pay day advance companies understand you've got a lot on your plate right now and are willing to grant an extension if you need it. Obviously you can't extend your term forever, but it's a good thing to ask about before you borrow. For many companies, you can request your extension online and receive approval within several minutes.
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