Usury Laws

I saw a commercial on TV for Speedy Cash on KTLA. They were offering payday loans for $100, and you would have to pay fees of $17.65. In the ad, they showed the period as from payday to payday of two weeks. If you do the math, that's 17.65% for a two week loan, or an annualized rate of 459%! How is that legal when we have usury laws in California that limits personal loan interest to 10% APR?

Hmm, how are interest on credit cards of 19% legal either?