I got an Etrex 30, so Strava has now got more interesting for me. I'm placed nowhere around Otley, being the cycling mecca that it is, but I'm in the top 10 on a few places in Bradford 'cos nobody else dare cycle there.
Not yet at the point where I make an effort for segments; more minded just to try to get my suffer score up. However, I'm sure when the fixed goes away for its summer rest, I'll go looking for KOMs.
I can see it getting quite addictive. Great for people (like me) with parenting duties that preclude club riding etc.