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Haha you make out like your Donald Trump!. If i was a customer of yours i would run a mile with your lack of modesty. I'm not sure how sustainable your success is if you keep up this attitude.
I don't have any real problem promoting payday loans morally - everyone knows how much they cost and the customers are all adults... its their free choice whether to do it or not.
Plus you're not standing on a street corner tempting people into taking one - they're on Google typing in "payday loans" or whatever - at that point they're going to take out a payday loan whether your site exists or not. Search is a zero sum game... for you to rank you need to push someone else off the page.
Even if you hate payday loans, that in itself isn't a reason not to work in the niche. Why not do it anyway and use a % of the money to support some good causes if you think its that bad. The transactions are going to take place either way, so you might as well get paid & make something good come of it also