product protection/security.

i like what i see on AFY. saw it when it had a TA buy signal (golden cross) back at 1.31 but wanted to know more, didnt want to rush into a company i had only just found etc, so i wanted to see the volume stay strong. i have a question for some of the more knowledgeable in the field and product. i completely understand how AFY works in terms of the financials, loaning facility etc, but my largest concern is how do the protect their market position? how do they ensure that competitors dont come in and completely rip off the service? what makes this particular (at this present moment, it is the only one im aware of but naturally more will arise) company (AFY) better than another facility trying to do the same thing?

of course i understand how it is different comparative to nimble, cash converters etc etc but what puts AFY in the position to fend off competitors? is their integration into the websites hard to recreate for a competitor?
once this takes off and becomes popular (presuming it does) what stops any one with a large amount of cash, or a FSL to provide this service? AFY cant register and the idea of paying for someones products then collecting the cash from them at a later date, presuming i had a licence and a ton of cash, i could technically create the exact same service? and presumably it wouldnt be that much different ?

im not saying that AFY is a bad pick, i am seeking to clarify if there is any specialities that protect its market position that anyone could think of? undoubtably there is money to be made and things look good ceterus peraberus but im not in the business of making quick 200 dollar gains.