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The word “loan,” which was not too long ago a four-letter one among Recession-riddled consumers, carries much less baggage these days. There is an appetite for credit in nearly every corner of the U.S. lending marketplace: Credit card debt is projected to total $900 billion by the end of the year, auto loan balances have reached $1 trillion for the first time ever and mortgage debt is currently sitting at more than $8 trillion.

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