Aussie seafood exporters are upset at being forced to mark down prices when they sell rock lobsters that are less than bright red to restaurants in Hong Kong, Taiwan and the mainland, The Australian newspaper reported this week. We Chinese apparently are only willing to pay top dollar for crimson lobsters because of their auspicious colour. The Australian industry is looking to science and education to overcome this 'cultural prejudice'. This includes plans to teach us that pale red and non-red rock lobsters are actually larger and tastier than red ones. If that fails, the industry will look into propagating red lobsters. I am sure bright young researchers will soon be getting government funds to try some colour-gene tinkering. But if this cultural thing is really true, why do Hong Kong restaurants (over-) charge customers pretty much the same for red, pale and even greenish crustaceans from Down Under? I could almost hear this conversation... 'We Chinese only like red. Those pale and greenish lobsters, I can't sell them.' 'But really, the less colourful lobsters are tastier and firmer. It's scientifically proven.' 'You don't understand, Mr Smith. It's a cultural thing... But OK, I'll take those pale lobsters, as a favour to you. I don't know what I'll do with them... You better give me a good price.' 'Oh thank you! Thank you, Mr Lee!'