8. One or more computer-readable hardware storage device having stored therein a set of instructions which, when executed by one or more processors of a computer, causes the computer to execute operations comprising: receiving a plurality of words from a user interface of a client machine; for each word in the plurality of words, testing whether the word indicates positive or negative sentiment by using a sentiment mining tool; responsive to detecting an indication of positive sentiment of the word, testing whether there is, in the plurality of words, a known negative word that was mined from the text of feedback from one or more ecommerce transaction logs; responsive to detecting that there is, in the plurality of words, no known negative word in the plurality of words that was mined from the text of feedback from one or more ecommerce transaction logs, incrementing a positive word counter; responsive to detecting an indication of negative sentiment of the word, testing whether the word is in a list of negative modifiers; and responsive to detecting that the word is not in the list of negative modifiers, incrementing a negative word counter.
10. The one or more computer-readable storage device of claim 8 wherein testing whether the word indicates positive sentiment comprises detecting whether the word is a word that is in a preselected positive lexicon.