The Reciprocality model argues that this self-seeding by fractal back echo is how the main game of the universe is played, at all levels. Sometimes one explaination will be more plausible than the other. A medium containing ordered information releases energy as it randomises itself. This idea gets particularly subtle when one considers curious information such as the second million digits of pi. It looks like the random data on the tape sitting next to it.
Information is in the eye of the beholder - it depends what information the beholder has got.
Now we know why it's there we can use it. The squashy stuff in the brain then does judo on the fractals. They become their own information and beholders, because fractally ordered waves of heat have the opportunity to spontaneously cool, just like people use anti-noise to get rid of unwanted sound energy. The proposed evolutionary pathway for this was to improve cooling in a hot, dry climate. That is how we get awareness out of degrading waste heat, according to the circular causality we see all over Reciprocal Cosmology.