Let's word associate: Banks, mortgage brokers, credit card companies, credit reporting agencies, debt collectors, payday lenders.... Words like "daunting," "challenging," "black box," and "scary" come to mind. Most consumers I speak to express fear of the unknown -- and fear of being humiliated at the checkout counter, the restaurant, in front of friends and family. Imagine, if you will, you are a grown-up at your own circumcision. How do you challenge them?