It sounds like they didn't really research their industry deeply enough - because recurring revenue to veterinary providers comes from from agriculture. Who is going to need more vet support -- a homeowner who owns a cat or a dog or two, or a hobby farmer with 6 horses and a few goats, even ranches with livestock? In particular if you add on the non-medical services that small farms tend to need done a few times a year, but the new hobby farmers of the world haven't yet picked up the skills/tools to do it -- Disbudding goats, shearing sheep, etc. In particular if the business model already is based on home visits, the small ag market just makes more sense.