Now that I think about it, one of our P12 races had a strava KOM winner prize that was pretty big, although I don't recall the $ value. It might have been worth as much as the race win. It was a 10 lap race with a ~3:00 hill to the finish line that was the strava segment. The winner was the race winner on the last lap. So there you go.
Maybe The End really is near..