MobileGirl writes about a concept she calls "Impulse Information":

Impulse information is something that you need within a few seconds of thinking of it. If it takes too much time, then your addiction and impulse wears off. You want to find that one thing. You want to find it fast. You want to find it now. You know what it is you are craving. The challenge is just to get it quickly.

You don't want to browse through a lot of pages. You don't want to sift through irrelevant content. You don't want to be bogged down by massive hierarchical structures...

Or, we might add: we don't want to be bogged down by complex ways of figuring out which application to run, how to sign onto a VPN, or any other obstacle between the situation and the information.