Phil Gaimon, post career, is known by a few people now because of Youtube much more than because of Strava. Sure, he used Strava as his schtick and prop for his videos, but it's really Youtube that has given him his 15 minutes.

That one or two of the probably tens or hundreds of thousands of people who hold a KOM on Strava have become "Internet famous" thanks to how they marketed their exploits does not make Strava segment KOMs suddenly a competition.

There's a guy out there who is moderately famous for his ability to eat the most hot dogs in one sitting. That does not make eating hot dogs a competition. If so then I suck at it, because on the rare occasions where I eat a hot dog I usually stop at one.