Other writers doubted the motives of millionaires and dubbed the party a concubine contest. "You have money but it is not an excuse to dally about with women," an anonymous netizen said.

Other netizens showed a little more tolerance and perhaps some envy.

"Every one has his or her own right to choose their other half, whether it's for love or money," said a netizen named Fang'er.

"Women, especially beautiful women, have more freedom to choose rich men to be their husbands." said Fang'er adding that it's the dream of most men to find a beautiful wife.

"People discriminate against millionaires but we should treat them as normal people." said Xu Tianli in defending his website's millionaire voyage.

Some millionaires do have difficulty finding their Miss Right, said Chen Yong, CEO of a website in Beijing, who has already placed several advertisements in the Beijing Evening News seeking a bride.

"Women I met are either too wealthy or too involved in their work, I'm only interested in a housekeeping wife," he complained echoing a male sediment leftover from feudal China.

"As a boss, I am too busy with work and socializing," said Fang Zhong who works in real estate, "I have no time and little chance to meet the women I like."

Li Dun, a sociologist with the Tsinghua University, said the matchmaking party has been sensationalized and is causing too much controversy.

"Chinese society is undergoing a transformation during which all things are possible," said Li adding that people are free to do what they want with money and others need to learn more tolerance.

One of the millionaires planning to attend said he didn't have high expectations about finding a future wife but admitted he's taking the event seriously. "After all nobody wants to squander 28,800 yuan on nothing," he said.

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