Search engines such as Google have been making life a lot easier for developers. They have huge development resources that startups just don't have, and when they make their APIs available, everyone benefits. But when it comes to using APIs, especially AJAX APIs, it can be a challenge for developers to use these in a search-friendly way.
An email address can be the key to an online identity, and that's just what IDLight is using in its identity lookup API. By supplying either an email address or a URL to the IDLight API you could be turning the key to unlock a swath of identity information.