I thin you are right about the gold standard thing in general.
With parenting though, I think another reason people are looking for answers is that we've become cut off from a tradition of parenting or childrearing. Smaller families, people move away from grandparents, communities are mixed and people don't have the same way of doing things as their neighbours. Lots of people have a child and have never really spent any time with children, the whole thing is pretty new to them. And then the way of life people have, with both parents working, being pretty isolated, and so forth, means some of the ways people used to do things won't really work any more.
And there are so many choices about what to do, buy, what the science supposedly says, the best medical choices....
So they are looking for a place to start, a set of rules to guide them, and some way they can make the choices they are being asked to make.