acid, is "manufacturer" at least a common field throughout or can that also vary depending on the csv file?
Manufacturer is setup in the Token/Column table (see above for explanation), they then "map" certain csv columns to those specific tokens/columns they setup in the system. When the data then saves, it saves it with the token/column they chose with the data. It varies per installation and not per csv file. The csv files can be different in terms of column setup, because you just map the "right" columns whenever you want.
The example I gave in my reply to you is what it looks like more or less. And yes, you can only have 1 token/column per data column from the CSV file.
I didn't know that you could use % anywhere you want to in mysql, so I came up with this:
SELECT * FROM `products` WHERE `product_data` LIKE "%Manufacturer%;s:%:%Sony%"
And it seems to work pretty well. I had to go read the regular expressions website you gave to realize that MySQL is able to do sort of pattern matching with like as well and is faster (I just did under 1 sec on all those records returning 311 positive hits)