Phoenix
This is a tricky one. I think it is hard to make sure that you don't get reviews like that. I had a similar guy when I did a tour to LA last fall. He gave me a somewhat nice review but low scores because he expected me to be a PSE but that is something I have never advertised ever. He didn't ask me if I was a PSE before the session and I thought we had a great time in fact (he never expressed any disappointment or anything at all at the time), however he was of a different opinion in his review since he was disappointed I wasn't a PSE.
In your case, I think he wanted to be rougher than you wanted him to be and honestly you only had one option in that situation and that was to ask him to leave if you didn't feel comfortable with the situation.
3 weeks ago, I had a gentleman who I had made a late night appointment with and it was first when we got into the bedroom that he said that he wanted to be my slave. I have no problems playing role play but since I hadn't seen him before I told him that I probably wouldn't do a good job at 11pm since I wasn't prepared and I didn't have a problem doing it after our first session. So I just told him that he had the option to leave since he didn't want GFE that evening. And he did leave but promised to be back when he wanted a GFE session (which I am sure he never will be though). But I was happy because I wasn't comfortable doing it when I wasn't prepared and he was happy because he didn't spend any money on something he didn't want. A win/win situation, even though I am sure he was somewhat disappointed that he didn't 'get any' that evening.
No matter what I think it is important to be on the same page because we want to have fun as well as the gentleman. Expectations should be talked about in advance however never EVER in an email or over the phone, it just isn't safe. Maybe when you get acquainted somewhat before the session you should ask the gentleman what he wants, however I have never really had a problem with this. Most people are capable of reading reviews, your website and your advertisement. Maybe you need to do some changes to your ad's or website so people know what to expect.
Communication is the key at all times. But also, please don't do things that you are not comfortable with. Never ever do something just because they want it. Then it is better to say no, and ask them to leave and no one will be hurt or disappointed. They do want value for their money of course, so if they don't get what they expect then there will be disappointment.
Don't let this ruin your day sweetie. There are so many nice gentlemen out there who would love to meet with you and see what a wonderful person you are, so please don't loose sleep over this.
Take care and enjoy another sunny day in paradise 
Many kisses,
Swedish Anna
