Pay day lenders

CNBC has been running an ad from a payday lender on behalf of their industry association which implores borrowers to use payday lenders responsibly and only for unexpected short term problems. Comes off much like cigarette ads telling kids not to smoke.

Question -- do they really think that the people who use such lenders are watching the financial/business channels? Or is this really just an effort to put a prettier face on payday lenders?