Why is it interesting to study the sign distribution of Hecke eigenvalues?

Kowalski, Lau, Soundararajan and Wu have a very nice explanation of why one might want to study the sign changes of Fourier coefficients of primitive cusp forms in the introduction of the paper On modular signs.

The idea is that the Fourier coefficients of a primitive cusp form are multiplicative and one might hope to study these coefficients in much the same way that other arithmetic functions are studied in analytic number theory. The particular question (on the analytic number theory side) that Kowalski et al are interested in is that of bounding the number of primitive real Dirichlet characters $\chi$ of modulus $q\leq D$ for which the least $n$ such that $\chi(n)=-1$ is $\gg \log D$. They explain that this problem is unlikely to have a good analogue in the modular forms setting because Hecke eigenvalues can take on many more than two values. By narrowing their attention to primitive cusp forms with real eigenvalues and instead looking at the ${\it signs}$ of the Fourier coefficients, they are able to recover their analogy. For instance, they give a bound on the least $n\geq 1$ such that $\lambda_f(n)<0$ (which is an analogue of the least quadratic non-residue problem).