They analyzed descriptions from a number of blogs (in addition to corporate rum product pages):
Best of Luxury
Bilgemunky
Dowd’s Tasting Notes
El Machete’s Rum Reviews
Fahrenheit 173
Got Rum
Proof 66
Refined Vices
Rob’s Rum Guide
Rum Dood
Rum Ratings
Scottes’ Rum Pages
Spirits Review
Tastings
The Rum Howler
The Rum Shop
The Rumelier
It's a neat exercise in building a consensus-based lexicon, but I'd want to dig deeper into additional non-corporate websites, forum-based material, and published books to be truly comprehensive.