TipTap Lab uses psychology to better understand existing and potential customers. The TipTap Lab API allows third party apps to take advantage of such psychology by building profiles for those that interact with the app and acting accordingly. Whether an app developer wants to personalize an online experience or pair up users with similar interests, the TipTap Lab API examines the abstract, subconscious layer of users to better and enable a developer to accomplish goals.
It's always exciting to see those outside the web industry using an API to improve their sites. NY Times First Look blog has a great example of what Dallas Public Library has done with the Best Sellers API.