Why I still get NEW customer requests, when I should only get REPEAT customers?

Rover's system is set up so that your preferences will remove you from the search results when a customer uses the search criteria on the page, but nothing prevents them from still contacting you if they do get to your profile, be it by an advertisement or not filling in the search criteria or their dog's info completely and accurately.

If you still have business cards and craigslist ads out there, it's in your interest to remove them to prevent more requests. You may not be able to eliminate them entirely, but it should help.