It's a moral thing

Yao Ming is suing Coca-Cola China. One might well assume that he’s out for big money, etc., etc. One would be wrong; he’s suing for 1 yuan, which is about 12 cents, for “spiritual and economic losses.” I.e., he feels he has to sue to protect his rights but he’s not interested in punishing Coca-Cola.

Gotta admire that, even if it’s a bit unAmerican.