Several web service APIs have you sign up for an API key. For example, UPS Web services requires a key, which is included in calls to their service -- In addition to the use
Tracking/analytics - figuring out who's doing what and building what products. Because a number of users are desktop apps, just looking at referrers isn't always enough.
Permissions - which resources should a user have access to? How can a user build apps that have access to specified resources?
Licensing/legal - enforcing that users have read and accepted ToU/licensing information.
Security - passing around usernames/passwords is a really bad idea.