if you are x, look at this y..
If they could detect when you were lost and late for a meeting (number of times mapping client checked, number of times calendar checked, number of times the time app has been checked) they could reccomend you blow off that date / interview and offer you cheap cinema tickets. Or hot singles near you. Or a CV site. Or all three.. why the hell not.
This research isn't exactly new however, I've seen it a lot in online games.
Player 1 asks another player "u mad, bro?" repeatedly
At the point that player 2 ragequits, that's when he scores a 5 on the u mad, bro? scale.
If only there was a serious application for this. Like.. number of times a user checks depression sites, looks up gun shops, gets directed to suicide help line and law enforcement honeypot sites.