What we mean by information — the elementary unit of information — is a difference which makes a difference, and it is able to make a difference because the neural pathways along which it travels and is continually transformed are themselves provided with energy. The pathways are ready to be triggered. We may even say that the question is already implicit in them.
We live in a world that is subjectively open. And we are designed by evolution to be "informavores", epistemically hungry seekers of information, in an endless quest to improve our purchase on the world, the better to make decisions about our subjectively open future.
Dixxit 
