Its quite funny, I've got a mate who's getting a bit of Strava-itis at the minute.
He has started targetting segments with his rides, including one I made which is on my commute in to work, I don't hold KOM on anything at the minute, and I'm not too worried about gaining it.
I caught him the other day, I way on my way home and he was obviously on a cheeky afternoon ride coming the other way, cheery wave and a "Can't stop I'm on a segment", get a text later saying
"I got KOM on your segment, sorry mate..."
turns out he'd oblitterated it, over 2 minutes faster than anyone else, He did at least then go on and do a 30 miler, but I think he's shaping up to target as many KOMs as he can before the weather gets shitty... Its funny, but a little odd, as he is otherwise not very competitive, doesn't race or do sportives or any of that stuff... The next step is of course parking up in a lay-by, hammering a segment and then driving home, but I doubt he'll get that far...
Yeah people create un-ridable segments and just target segments on short [I]segment specific[I] rides or just plain cheat to get KOMs, hence I think more users are just ignoring that side of strava, leave the digital glory seekers to it.
I think the real value in Strava is as a tool for monitoring your own fitness/progress first, keeping a log of your riding, acting as a bit of cycling specific social media third and maybe seeing how you generally compare with others as a distant fourth.
It's not competition its a broad indicator at best, I doubt I'm unique in preferring not to worry about a leader board where the top ten - twenty might well be separated by less than the margin of error on their Phones / Garmins...