We hypothesise that it is possible to determine a fine-grained set of sentiment values over and above the simple three-way positive/neutral/negative or binary Like/Dislike distinctions by examining textual formatting features. We show that this is possible for online comments about ten different categories of products. In the context of online shopping and reviews, one of the ways to analyse consumers' feedback is by analysing comments. The rating of the ???like??? button on a product or a comment is not sufficient to understand the level of expression. The expression of opinion is not only identified by the meaning of the words used in the comments, nor by simply counting the number of ???thumbs up???, but it also includes the usage of capital letters, the use of repeated words, and the usage of emoticons. In this paper, we investigate whether it is possible to expand up to seven levels of sentiment by extracting such features. Five hundred questionnaires were collected and analysed to verify the level of ???like??? and ???dislike??? value. Our results show significant values on each of the hypotheses. For consumers, reading reviews helps them make better purchase decisions but we show there is also value to be gained in a finer-grained sentiment analysis for future commercial website platforms.