1. A method related to user generated content (UGC) that corresponds to different time periods, comprising: receiving, by a computer system, user generated content (UGC) relating to a plurality of products that are provided by a supplier, wherein the received UGC includes one or more first items and one or more second items of UGC respectively collected from users through a plurality of websites via which individual ones of the plurality of products are available for purchase, and wherein the received UGC includes a plurality of user-submitted ratings, on a defined scale having a minimum and a maximum rating, of individual ones of the plurality of products; the computer system determining a plurality of changes from an earlier time period to a later time period in user sentiment of two or more of the plurality of products provided by the supplier, wherein the determining is based on a difference on the defined scale between ratings included in the one or more first items of the UGC and ratings included in the one or more second items of the UGC, wherein the earlier time period corresponds to the one or more first items of the UGC, and the later time period corresponds to the one or more second items; the computer system selecting a particular one of the plurality of products provided by the supplier based on the particular product having a greater magnitude of change in user sentiment from the earlier time period to the later time period than one or more magnitudes of change in user sentiment from the earlier time period to the later time period for one or more other ones of the plurality of products provided by the supplier; and transmitting, by computer system to the supplier, data usable to present the selected particular product.