User rating does refer to the individual, yes, but product rating is across all examples of that product. I've been asked by eBay to rate products I've purchase

User rating does refer to the individual, yes, but product rating is across all examples of that product. I've been asked by eBay to rate products I've purchased, and it even says in the guidelines "rate the product, not the seller". Product description should be specific to the one being sold.