But why quit? Quitters are cutting off their nose to spite their face. They're already paying $0. They've lost the ability to pay nothing to compare their best time on a segment to their friends' best times (unless they're all in the top 10). But they're paying nothing and still getting something. There's a lot of Strava left at no cost. If someone started a service tomorrow that did all that Strava does for free, and had all the social networking strength that Strava already has, that would be a big deal. Well, it's already there, and all non-paying users have to do to keep it is to do nothing.