Lured by the prospect of easy money, many firefly traders are oblivious to the ecological consequences of their wholesale capture and sale of the insects.

Fireflies feast on pests like river snails that destroy crops. They are also an essential part of the food chain and are themselves eaten by larger creatures. Decimation of their population could deal a huge blow to the ecological balance, said Fu.

Consequences are not just ecological. To some extent, the trade in fireflies attests to the hypocrisy of many self-professed conservationists and animal lovers. Fortunately, a few NGOs have voiced their protests. In early August, a theme park in Changsha, capital of Hunan Province, had planned to attract visitors with the gimmick of setting loose fireflies — allegedly bought from firefly farms — only to be shut down following complaints from environmental NGOs and authorities.

A year ago, in a similar park in Nanchang, the provincial capital of Jiangxi, released fireflies died in large numbers after visitors caught and sealed them in jars — for the fun of watching them die slowly of suffocation.

During this year's Chinese Valentine's Day, the insects were released in similar activities throughout the country. Organizers appear to be totally unaware that even without the cruel hands of human beings, fireflies taken from their native habitats and exposed to a new environment could easily die.

The burgeoning sales of fireflies is an illustration of the poor ecological awareness of many people. It also highlights a dark side of China's much-vaunted e-commerce industry. It strikes one as excessive that even tiny creatures such as lightning bugs are not exempt from the greedy clutches of businessmen. This speaks volumes about the e-commerce sector's lack of proper policing and supervision.

In days of yore, there was a legend about fireflies being used as a source of light when an impoverished scholar could not afford lamp oil to read at night. This tale has cast fireflies in a romantic, heart-warming light.

In my childhood, fireflies could still be seen in some parts of Shanghai. But as urbanization continues apace, environmental degradation is such that sightings of these bugs have become almost a luxury for urban children. Nowadays, youngsters have to go on field trips to see them — or simply buy them online.

The heart-warming light from these bugs is better appreciated in the wilderness, rather than in stifling jars or plastic bags.