Don’t blush! It’s okay to ask.
The cards are not sentient. They do not literally give direction. Rather, we speak of them having “personality” or “ideas” the way we speak of a familiar book, or persnickety vehicle.
I have been (fairly) accused of talking to everything (you try not-engaging when your car loses traction, or your keys keep hiding), and you may see or hear me use person-like language when describing the cards, or the insight we glean from them.
This is just easiest sometimes, as a way to put language to something (impressions, insight) that is often difficult to put into words.