Swift response

The Rockets immediately lost Chinese sponsors. Their games have been dropped from Chinese TV. The Chinese consulate in Houston weighed in. "We have lodged representations and expressed strong dissatisfaction with the Houston Rockets, and urged the latter to correct the error and take immediate concrete measures to eliminate the adverse impact,'' the office said in a statement.

Even more backlash

After the NBA apologized, the issue got political in the U.S. It even managed to unite politicians on the opposite side of the spectrum.

Republican Ted Cruz tweeted out this:

"As a lifelong @HoustonRockets fan, I was proud to see @dmorey call out the Chinese Communist Party's repressive treatment of protestors in Hong Kong. Now, in pursuit of big $$, the @nba is shamefully retreating."

Democratic presidential hopeful Beto O'Rourke, who ran against Cruz for senator in Texas, tweeted: "The only thing the NBA should be apologizing for is their blatant prioritization of profits over human rights. What an embarrassment."

Imagine an issue where these two are on the same side.

Political firestorm

Nets owner Joseph Tsai ripped into Morey as well. "When I bought controlling interest in the Brooklyn Nets in September, I didn't expect my first public communication with our fans would be to comment on something as politically charged and grossly misunderstood as the way hundreds of millions of Chinese NBA fans feel about what just happened." He said expressing one's opinion "is an inherent American value and the NBA has been very progressive in allowing players and other constituents a platform to speak out on issues. The problem is, there are certain topics that are third-rail issues in certain countries, societies and communities. Supporting a separatist movement in a Chinese territory is one of those third-rail issues, not only for the Chinese government, but also for all citizens in China. The one thing that is terribly misunderstood, and often ignored, by the western press and those critical of China is that 1.4 billion Chinese citizens stand united when it comes to the territorial integrity of China and the country's sovereignty over her homeland. This issue is non-negotiable."

The Chinese market is very important to the NBA and its ownership, as the league is heavily invested. China pulling out of the league would be damaging. The NBA knows this. But many see the league's backtracking as a way to preserve the business relationship, a move that seems to contradict most of the league's political stances in the United States, hence the responses from U.S. politicians.

The Chinese government has been very sensitive to the outside interpretations of the protests, and their response to this is in no small part due to that.

What does it all mean?

There are many on the Chinese side calling for Morey to be fired in order to do business with the Rockets again. This won't happen; as much as Fertitta was displeased with the tweet, he is a big Morey supporter. And to fire him would likely cause a serious backlash in Houston, where Rockets fans revere Morey. It would also give the impression that he is siding with Chinese interests over the United States, fair or not. Fertitta is too smart for that. Morey in no way intended to cause such a firestorm. Had he known the response, he would have never tweeted that out.

The problem is, the freedoms we enjoy in the United States do not translate to other countries, especially China, where social media and political views are restricted.

Now what?

Realistically, sports fans - especially the ones in Houston - don't care about any of this. It will only matter to them if Morey were fired, which is not going to happen. Fans care more about the Astros playoffs, Texans with a big win, and how the Rockets will look with Russell Westbrook and and James Harden. The problem is the story has gotten outside the realm of sports, with politicians weighing in and CNN reporting on it. When that happens, hyperbole and political stances become the order of the day. You would hope it would blow over, but time will tell.

One thing is for sure: Morey did not want this. Fertitta and the NBA did not want it. But it has become a firestorm, one that has a lot of levels.

It also goes to one of the dangers of social media; a high-profile person might have a personal Twitter account, but you also represent your organization, and your tweets reflect on them. It also shows the danger of "bumper sticker" tweets, where complicated issues are often foolishly reduced to buzz words. If there is a mistake here, it's that Morey did not recognize he represents the Rockets and NBA. It's obvious he does now.

What happens next is anyone's guess. But if this is like other politically charged topics, it probably will not go away anytime soon.