It's a clash of ideologies and eras. The Soviet-inspired socialist sports system runs headlong into the global world of modern sport, where stars are brands and success is measured in dollars.
As far as Chinese officials are concerned, the athletes are assets of the state to be utilised for the good of the nation. The state sports system that nurtured them should benefit from their success, they believe, and the stars should show humility and gratitude.
Aside from their sporting careers, the state closely controls their financial dealings and even intimate aspects of their personal lives.
'Individualism and a focus on money should be avoided,' the regulations say.
A growing number of athletes, however, are grumbling about their lot and reckon China needs to change with the times. They like what they see in other countries and they, too, tend to be individualistic, ego-driven and hungry for financial success. They love their country and have no problem handing over a share of the spoils. But how much should they give?
Hurdler Liu Xiang, for instance, generates more money than any other mainland athlete apart from Yao Ming. But half of his prize money is shared among the state, the athletics federation and his province. The other half is divided up between himself, his coaches and his team of medics, physiotherapists, nutritionists etc. He's lucky if he ends up with a third. The number of endorsement deals he can make is tightly controlled, but he gets to keep about half of his earnings from them.