Home Loans vs Banks

It has been reported Coles is going into Credit Card finance for its customers but the interest rates appear to be much higher than MasterCard rates which banks will only offer to better client types who tend to avoid the GE type rates. So my question is, will WOW do the same thing as Coles and try make money from the segment which have higher bad debt ratios? Will it be really smart for Coles to try make money from the lower end clients and who will carry the bad debts? Will it be really smart to get into this area at all? Will Coles be wanting to get into Low Doc Housing Loans with applications being prepared by accountants for clients claiming to be cleaning Contractors but really on Government welfare? Imo Banks or other financiers getting into bed with Coles or WOW might be disappointed with a lot of work and not much of any good returns. .... but then I could be wrong