This is obviously a cultural divide. This video shows how the Chinese have devised a way to keep a fish alive during frying so that it can be eaten alive.
I find the whole video perfectly disturbing and disgusting. What is striking is how our cultures differ on such subjects. I have been to China repeatedly and I am always struck by the detachment over such issues. Of course, I enjoyed eating sushi in Japan where the live fish is only seconds previously dispatched. However, watching the taunting of the living fish is a bit much for my sensibilities.
The Japanese also eat live fish on occasion: