If Strava is evil..then racing is too.
EDIT: It will change a the way a lot of people ride. In fact tonight, when I usually ride as the above says to better my overall average as a measure of improvement, I found myself resting on the non Strave sections and sprinting on the segments. When out, I found a guy sessioning a bit of trail that you would normally just ride through, so I joined in and pushed back up and did another run ;-)
Its just more, different riding inint, and actually reflects the growing interest in Enduro style riding.
EDIT EDIT: thinking back to tonights ride I should have been enjoying the flow of dry dusty trails but was pre-occupied with speed on a segment. And I think that detracted from my overall enjoyment of the ride. Its not all good.