I've been using the free version of strava to track all my rides for the last 5 years. I didn't have a need for any of the features that came with the paid subscription.
But then last month they made route creation pay-only. I use the route tool all the time to plan new rides for myself and group rides. So, now they forced me to pay for the service. The upside is I also now have access to global heatmaps.
It's a toss up.
I think most people are just tired of getting nickel and dimed for literally everything in life.