Everyone keeps grabbing a spoon, scooping up a big glob of vegemite, and sticking it straight in their mouth.

Weird. When we tried--I think it was Marmite--in Girl Scouts, we had it on toast. (I don't think there was butter involved, though, and we may have put it on slightly too thick.)

Shortly after, I read Terry Pratchett's The Last Continent, in which the characters' reaction to the Vegemite-analogue is something like "they all said 'yuck', and then they wanted more". I thought this was a very apt description.