In America, you're very much expected to be a "right guy" when dealing with others. Regardless of what the piece of paper says, you will (deservedly) gain a bad reputation is you exhibit bad behavior, and become a person with whom no one wishes to transact. Word will get around. I think this system of doing things is highly effective, contracts aside. Interestingly enough, this is strongest in the South, followed by the Midwest, and only occurs to a lesser degree on the coasts. I sill haven't figured out why.
China has a very different perspective. Her business culture involves things like committing embarrassing acts in each other's company, a sort of mutually assured destruction. For better or for worse, when these two cultures mix, American businessmen end up the suckers.