Good find ;-) in face you're right. We're heavy on the crowd sourcing models. But.... it goes further than that. We've got patented technology that surround the connotative capabilities to truly collect and measure the emotional effects of words, phrases, punctuation, emoticons, etc. We've built an adaptive learning engine that is learning new language that's spoken today. It's also self-healing - the more the tool is used, the smarter it gets.
Thanks for your feedback! We're certainly happy to hear people's interest in our tools. We've abstracted our system into an API (called ToneAPI).. if you're interested in building emotional tools - sign up!
Thanks for the feedback.