It is a well-documented fact that guys will not ask for directions. This is a biological thing. This is why it takes several million sperm cells... to locate a female egg, despite the fact that the egg is, relative to them, the size of Wisconsin.
What information consumes is rather obvious: it consumes the attention of its recipients. Hence, a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.
According to Aristophanes in Plato's The Banquet, in the ancient world of legend there were three types of people. In ancient times people weren't simply male or female, but one of three types : male/male, male/female or female/female. In other words, each person was made out of the components of two people. Everyone was happy with this arrangment and never really gave it much thought. But then God took a knife and cut everyone in half, right down the middle. So after that the world was divided just into male and female, the upshot being that people spend their time running around trying to locate their missing half.