The person who needs instructions for reading a research paper probably ahouldn't even bother. I've seen way too many graduate (including doctoral) students need to be spoonfed how to do things. These people never turn into original thinkers who are capable of even slightly meaningful output (contributions to their field), in my experience.
On a more serious note, I think more information about the service would be nice. My personal interest would be in enterprise sales. Is this within the realm of possibility for you guys?
As a vegetarian for over 10 years, I can say that this isn't surprising to me. There are all sorts of people who hop around different health trends to fix issues that they have in their lives, and many of them end up participating in a vegetarian diet at some point. You also have a group of people who falsely claim to be vegetarian (just to have something else to say about themselves, or due to a poor understanding of the diet). Then you have the clique vegetarians who needed an identity and social circle to settle into. Lastly, you have a lot of people who try out a vegetarian diet with a strong predisposition that they will suffer negative health consequences from the transition. These ones leave the diet a few days or so later because something is going terribly wrong with them. In short, there tend to be more factors to consider for those involved in a vegetarian diet. With people who eat meat (who I have nothing against), it tends to just be that that's what you've always done, what your parents before you did, and so on.