I find chasing PBs on more popular local climbs and chasing the odd KOM where feasible to be motivating, myself. Helps step on the gas in training, sometimes, or as a test of where I am fitness wise. Local legends I don't care much about, but don't have a problem with.
I've met quite a few local cyclists over Strava when I began riding, too. I like that social aspect of it.
Plus, it's a decent platform for keeping track of my training, all my metrics, power, mileage on bikes and components, and keeps an easily searched record of everything I do. Really a big fan of it on the whole.