Almost always they've replied with some relief that they are and they make some remark about how difficult it is to follow the signs. Airports are like that, it's not unusual.
Apparently the unusual part is what happens next: I tell them I'm having trouble too, and suggest we see if we can find the way together. We obviously then find the way to the gate, and I make sure they know what zone they are for boarding, etc.
They always remark that people don't do that (help) anymore. Umm. What? Why not? Seriously, it's always a pleasure to help someone, especially in airports where they are notoriously difficult to navigate if you're not paying the utmost attention. The arrows all appear to point to the plumbing, presumably because they're functional, and never point to the actual gates, presumably because they aren't.
Please, if you're transiting through an airport and see someone who appears lost, please just ask them nicely if they need help. Even if they aren't going your way, you can at least point them in the right direction.