Student teaching evaluations (STEs) are increasingly used in the process of determining promotion and tenure. While most research has focused on career consequences, there has been little inquiry into the remarks students write at the end of the evaluation form. The structure of the collection process, involving emotional arousal and anonymity in a group situation, may induce a state of deindividuation, which allows students to write cruel remarks and morally disengage from the consequences of their actions. Such behavior may also reflect more general student attitudes toward their education--specifically, the current cultural student-as-consumer metaphor. This paper describes a small pilot study examining such cruel remarks and proposes some changes in the process of collection of these ratings. Theoretical and empirical perspectives from disciplines such as behavioral economics, psychology and sociology, education, rhetoric and composition, ethics, and public policy may be helpful in further understanding this phenomenon.