That reminds me of the very nice travels through Peru I have experienced. I think it is something like: they are not used to written directions, or they do not trust them very much. Even with directions at the side of the road, they are used to verify it with the locals and to obtain the latest information as a side effect. Walking around, every salesmen is like a pole to give directions or a living billboard.
Enjoy your travel!
Is that picture taken at the market in Chinchero, by the way ?
RE: Traveler's observations: South America is still prehistoric in marketing. Never ending repetition. I have done the math... still shocked.