For myself, I sometimes feel like smelling the roses, and, other times I feel like pushing myself as hard as possible. I enjoy both and often mix-it-up on a given ride.
It's fun playing sprinter.. and other times thinking I'm KOM. It's all in my head but it sure is fun. Still other times I just cruise along the flats smelling the roses.
I do enjoy seeing my own overall improvements. I've been riding tons for the last few years and I'm still seeing gradual improvements as recently as this year at age 66.