Not sure what any of this has to do with Bruce, but, in the expectation that the Strava tangent will get moved...
Strava is actually doing rather well. It has captured the imagination of cyclists and runners worldwide, though it's most prevalent in the English-speaking world just now. It is, as Greenbank says, a social medium and it does need to earn a living from its efforts, but it has no significant competitors having seen off Garmin's pathetic attempt, and wiped the floor with anything Under Armour can come up with. Like Hoover, it's become ubiquitous in its field and it continues to develop. Those YACF members still flogging along with manually updating MCL might care to note that Strava now includes annual goals and progress charts, and the analysis modes continue to increase.
Strava does have to monetise its business, and it's been a bit shy about that, but I put that down to the fact that its owners are actually exercise enthusiasts who aren't out to screw their customers. Compare and contrast with Facebook... However, the fact that almost every other online exercise platform now interfaces with Strava, and that the company is now sponsoring cycle racing (such as The Women's Tour), means that the Pro subscription-based service is becoming more attractive. I anticipate that it will get more features, and more separation from the free service, though I think that will always be a useful offering. Advertising will come - on the free service, as is common on phone apps - and it won't be long before other exercise data gatherers (such as Garmin) will pay for Strava to provide their data engines.
As for Bruce, how's he doing?