Despite intriguing commercial possibility, product search on the Web and e-shopping applications still strive to offer satisfying customer experience. The major challenge probably is to harness the power of user generated content in the form of reviews. Using the example of cell phones this paper demonstrates that user reviews, opinions, and product ratings may actually severely differ with respect to the intended product usage of individual customers or groups. Investigating individual task-based rating behavior, we show that customer segmentation paired with intuitive interface paradigms like faceted search, promises to significantly enhance user experience by combating the information flood.