I rate the total package with the body and facial appearance included.

I would not rate a 10 if the face did not warrant it. Keep in mind, beauty is in the eye of the beholder. What may be a "10" in my book may only be a "8" in your book.  Hard to quantify with so many variables.

It's to subjective. What I look at as beauty you may look at not give a second thought to.

But to answer one of your questions, yes, I look at the entire lady, not just certain parts of her.

There is no way I would give a 10 unless Goddess status is achieved.  Especially in L.A.  Maybe in other areas of the country a less than total package merits a 10.  Out here, fuhgeddaboutit.

So in rating a photo of her before meeting her, I might rate her looks a 7, but after speaking with her, I might see her as a 9 or 10.

For example, I recently reviewed a provider whose photos I might have rated 8, but seeing her knowing, sexy smile and the intelligence in her eyes made her more beautiful to me, a 9, and I can't think now why I didn't go with a 10. That's just how I felt while I was writing, I guess.

A 10 for appearance means I'm sporting wood just looking at her.  A great face on a so-so body, or vice versa is not a 10 in my book.

Performance has some bleedover, because a skilled provider that doesn't appeal to me visually can't give me the experience of a lifetime.  My vision provides some of the experience.

I'm still looking for that 10/10.  When I find her, my bank account is going to take quite a pounding.

Something about the chipmunk cheeks.

Therefore, if it feels like a 10, good enough for me.

The experience of being with a wondeerful lady can slant your perspective too; many times a great attitude and performance have the reviewer elated afterwards and recalling the memory while writing the review somehow subconciously increases her appearance score. At least it has happened to me. I also am a little conservative in my scoring for both appearance and performance just for the reasons being given throughout this thread. I would not want to raise the expectations to an unrealistic level she cannot possibly obtain and/or live up to.

On a somewhat unrelated note, I sometimes wish that we could abolish the ten point rating system and just categorize reviews by good, bad and indifferent. This is how I have learned to read reviews over time, realizing that it is all completely and totally subjective. The purpose of the review now is to simply find out if she accurately represents herself in ads and is not a ripoff; beyond that, you get out of it what you put into it.  
best regards, mr.man