In reply to DancingOnRock:
The huge advantage of Strava over the device specific applications is that you can all be on it regardless of your means of recording, and for those without specific watches or bike devices the app does a fair job on the phone. This is their main USP.
Their fitness and freshness is a joke, being irrelevant to slow endurance training - unless you are in high HR zones for extended periods, you are not getting fitter even if you have run a hilly half marathon!
The recent addition of how many things you have done 'this month' is also a trend in others. Garmin Connect now send me an email weekly and monthly which is new.
If your are on a training plan, specifically not doing more over an arbitrary period and not being faster every time you do a segment are likely objectives most of the time - the goals are very limited. I plan to let my paid membership lapse so that I and my contacts can stay in touch, but to use Training Peaks for everything else - with no public exposure.
If the free option goes, I suspect Strava will have to offer a lot more not to collapse into a niche app, most suited to cyclists.