I think how it’s been designed and marketed is an act of genius.
There’s a number of elements and principles to Strava that remind me of computer/console gaming, with the achievements/rewards, creating segments and leaderboards … the tech graphs etc. All this leads to a sense of progression.
It motivates people to better fitness – and that must be a good thing. The pro’s outweigh the cons IMHO.
EDIT – I would add that I kick ass on First Person Shooters but I’m mid-table obscurity when it comes to Strava.