The paper seems to be more general theory about tracking "mood". It appears to have been developed to be used across a variety of platforms. Academic types have too much time on their hands and the luxury of playing with ideas that the real world could not care less about. JMO
ADMIN or the Geek squad should be able to answer why IHub thought it would be helpful. I have no idea.
The snarky side of me thinks someone is justifying their position by spending money on a wonderful, hot, trendy, artificial intelligence gizmo and will use this dubious "innovation" at review time to get a big fat raise. Judging by the feedback on this board... good luck with that.