W Jennings provides a topical example of something that is prevalent in many aspects of decision making - summed up succinctly in what is broadly known as signalling theory.
All life forms rely on fairly rudimentary signals to make surprisingly important decisions. Labels (such as Chi-fi) are just one form of signal.
A signal often goes to the reputation as to quality (however defined - broadly!), as Jennings talks about.. Signals can be reliable or unreliable, as with any rules of thumb, so it is wise to often do a bit of research once the threshold signals are satisfied. In relationships, this may be known as courting.
For those who are interested in signalling theory, Wiki provides a good read.
I have no wish to comment here on the many ethical and moral issues people may associate with China on whatever basis they choose to do so.