I'm a Strava user, but i'm also perfectly aware that this makes me a bit of a wanker. Especially given how slowly I ride most of the time.
But I'm nowhere near being a big enough wanker to resort to this sort of thing.
I'm happy with my total of zero KOM's and my Norton Summit placing of 2676th of 3668 on the way up and 311th of 2494 on the way back down. As soon as Strava replaces the suffer score with something that measures how much fun you're having, you're all in for some competition.