So I bought myself a pair of these

https://www.noelleeming.co.nz/shop/home-entertainment/portable-audio/headphones/yurbuds-focus400-focus-400-headphones-red-black/prod135785.html

Firstly, don't ever make my mistake...these sound worse than awful.

Anyway, I was interested in why the page for these has an average review of 3.9 based on 26 reviews. If you then click to look at these ratings given by the 26 listed people, the star rating actually averages only 2.6.
If you look at the ratings given in the totals it says there are a total of 44 given and the average star rating of those is 2.5 out of 5 with the highest ranked being 1 out of 5.

I admit it is my fault for not looking at the individual ratings so I only have myself to blame, but I asked NL why they list a different review score for products on the main text of each product. this is the response;

Our web team has advised us that there is a different way of calculating the review scores on products online. Please see below:

The review score is calculated using a combination of all expert and user reviews we have collected for a product. The effect each individual review has on the score  depends on various factors, such as:

• Trust- Reviews from trusted, high-quality sources have higher importance.
• Votes- Scores based on several votes are more reliable than scores with few votes.
• Experts- Expert reviews are generally more important than user reviews.

When you read through that headphone product specifically you can see a real combination of positive and negative reviews of the product - everyone has a different view, just as you have your own view of the product. The role of reviews is to give you a variety of opinions that you can then use subjectively to make your purchase decision. We like to give our customers this variety of perspectives so they can choose for themselves. 

Given that I cant find any evidence of anyone else doing such a thing I can only conclude that NL doesnt accept the reviews posted by customers and those customers may not be aware that their opinions are not important given that none of this appeared to be disclosed when I attempted to write and submit my own review.

TLDR; your opinion isnt all that important to Noel Leeming and do not trust the rating system on their website, I would suggest look at amazon instead.

edited because I always make stupid typos.