A couple of facts, his wife was visiting family in Morocco, so it’s safe to assume that he was Moroccan, and quite possibly with a pretty strong accent, so that may not have helped, plus he was almost certainly asking for help getting back to Trowbridge, so it’s highly likely those he asked didn’t have a clue where it was. There were people I was at college with in Bristol didn’t know where Chippenham was, which is only thirty miles away. Trowbridge is in the south of Wiltshire, and the county town, but many more people would know Swindon. All the poor old soul needed was to get to the west-bound M4, but he probably didn’t know to look for Swindon or Bath, which would have got him much closer to home where he might have got clear directions. Bet he didn’t have a road atlas with him, or the knowledge to use it properly. Always carry one, even with three different map systems on my phone, just in case. But then, I know how to read a map, and many, many people don’t.