Moon insurance - compensation will be given to the insured if he can't see the moon on Mid-Autumn Festival

Growing pains

But Taobao's oddities aren't merely amusing. They're a testament to Chinese society.

They point not only to the expansion of the country's online shopping but also to the growing pains of marketization, internationalization and urbanization in what's arguably history's fastest-changing culture.

"The rise of the Internet has made Chinese people creative in making money online," Koetse says.

"No matter what they sell or services they offer, there will often be people buying."

The editor of Whatsonweibo.com, which tracks Chinese Internet phenomena, points to services in which you may scream and curse at a stranger on the phone.

"There are people who feel very stressed, and yelling at someone over the phone makes them feel better," Koetse says.

"This means that, one day, somebody thought: 'I'm going to charge money for being scolded'. Taobao makes people come up with the strangest ideas."

Stress relief

But this fosters chicken-versus-egg questions about bizarre Taobao versus its peculiar products.

Such "scolding" services exist because of demand. There are many providers because there are many consumers.

Chinese need release from the mounting pressures of work, exorbitant housing prices and pollution - plus supporting a graying generation, whom they must also gratify, despite immense fissures in values.