That was my problem with the OP's research. It presumed that techies differed from fuzzies because only techies like tech. Bzzzt. In fact, many techies have

That was my problem with the OP's research. It presumed that techies differed from fuzzies because only techies like tech. Bzzzt. In fact, many techies have very broad interests, including fuzzy fare and math and science. Stratifying your population using a flawed premise is a bad start toward producing results that usefully describe more than a niche group or two. Then to presume that an article on black holes which is complex and challenging would cause those with an interest in them to lose interest... That conclusion is just silly. The right conclusion is that these people now have less interest in reading complex and challenging articles... perhaps on any topic. In all, I don't hold much hope that the results of this research will replicate well.