"There's an API for that" is the new "there's an app for that".
The whole point of an API is that you defer a significant amount of serverside processing and logic to a remote host, and receive a nicely formatted and machine-readable response. You have to deal with the overhead of a TCP connection (handshaking / RTT), an HTTP request, and an HTTP response. If you're doing that every time a user visits your web page (or app view or whatever), especially multiple times, then you better have a good reason for doing so.