I have been paying for 18 months. I guess I like having the additional analysis data. It's no that expensive, and I just started using the Live Segments feature, which I think is cool. I do compare myself to others. Right now it's not pretty--I didn't ride much the last few years. So I like seeing where I'm at from a fitness perspective. I have also created some segments, which is fun.
The app could be better, but they seem to be more responsive about making changes. I need to learn all it can do and use more of the features. A good deal for $5 per month. So for now I plan to keep paying...
(FWIW: I don't buy coffee at Starbucks very often. When I do, it's coffee, not the ice cream drinks. I don't order soda at restaurants or buy soda at the grocery store. I have eliminated a lot of items that just cost money and don't improve my life.)