One reason for the confusion is simply that Seoul is so big, both in terms of area and population. Lots and lots of urbanites with things to do, places to go and people to see.
Another reason, as U2 (one of my favorite rock bands) sings about on their classic "Joshua Tree" album, is that the streets have no name.
In case you're wondering: no, I'm not kidding. The streets really have no names. Mapquest is of little use. You better know where you are going and be able to explain it to your Korean taxi driver.
Oh, the city of Seoul has directional signage (above), but it doesn't help much. Finding your way around Seoul reminds me of a line from "The Point," an animated story conceived by Harry Nilsson:
"A point in every direction is like no point at all."
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