Horses are sold on Taobao.

"I for one love to earn money by being yelled at," says Lemon Consulting Room's owner, who only gives his surname, Chen.

He charges 2 yuan ($0.33) a minute to be cussed out and shouted at.

"I'm not a psychiatrist. But I'm sure it helps relieve their sadness. A tender voice can be very soothing to the wounded soul. That's why many pay to yell."

People call for diverse reasons, Chen says. "Some experience the deaths of relatives or friends and feel deep sorrow.

Some are puzzled by their marriages. Some are betrayed by friends. Some can't endure the fast pace of life nowadays and think the pressure is too intense. They just can't take it," he explains.

"Yet they often can't find a good listener, or vent anger or sadness on the wrong person. Sometimes, a total stranger with no real-life connection may offer the best medium for release."

A little magic

A Taobao user who only gives her online name Fast Sail sought a different Taobao solution for her failed marriage's vexations - a talisman whose supernatural properties she believes terminated her glum relationship.

"I've never encountered such an insufferable person, dragging me into a marriage without love. He refused divorce because he wanted to sustain a positive image in front of his colleagues and friends but kept seeing other women," she explains.

"The magical figurine is very effective. My husband has promised a divorce. I really appreciate the help."