A system, method and tools for normalizing product reviews and the presentation of product information viewed within a vendor's virtual storefront. Disclosed embodiments customize a user's navigation experience of a vendor's virtual storefront to be normalized to a target user's profile, social media or past information of the target user to prioritize relevant product reviews while de-prioritizing irrelevant ones. Normalization occurs through the identification of product reviews relevant to the target user's age, interests, purchasing history, activity levels, sizing, environment, location and internet activity or other distinguishing settings, features or information known. Sensor measurements from one or more TOT devices provide additional information which can be used to normalize the product reviews. Each relevant portion of a normalized product review normalized can be annotated to draw attention to the user browsing the virtual storefront and include reasons or rationale for the relevance of the product review to the target user.
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