World Snooker chairman Barry Hearn has branded Ronnie O'Sullivan's actions "unacceptable and disrespectful" after he turned down the chance of a maximum break at the Welsh Open.
O'Sullivan potted 14 reds and 13 blacks before opting for an easier pink and claiming that the £10,000 prize on offer for a 147 was "too cheap".
Asked for his thoughts on the issue, Hearn tweeted: "It's up to Ronnie as I don't play his shots for him! If 10k doesn't mean anything for him then I'm sorry for him.
"Great entertainers entertain. It's what they were born to do. Money doesn't really come into it.
"Most people don't understand 10k not meaning anything! Fact is we have a lot of 147 breaks and the prize money reflects that.
"It's a shame that punters who buy tickets and TV fans who watch did not have the pleasure of seeing a maximum break.
"Players have a duty to the fans to deliver the best standard and entertainment they can. Anything less than playing to your best ability is unacceptable and disrespectful to the paying public.
"This is not a crime but a shame."
O'Sullivan won his first-round match against Barry Pinches 4-1 in Cardiff.