I love Strava because I love data, statistics, and analyzing them. When you have lived in the same place for nearly 40 years riding around town gets quite boring. Segments make riding more interesting and going for KOMs encourages me to go all out and push my boundaries when I otherwise wouldn't. The monthly challenges also gets me cycling more days of the week. All of my rides are solo so it is nice having others to benchmark against as well as myself. It is convenient having one location to store data for all all of my bicycles since only two of them have computers on them.