It's one of the recent features they've rolled out that gets a universal eye-roll from just about everyone I know. I find that it's a distraction from the simplicity of a conventional leaderboard. I don't know anyone that judges their ride by how frequently they visit a certain segment. In fact, most of us try to mix things up specifically to avoid the same old ride. I get that it helps broaden Strava's appeal, but I think it's kind of silly. Even the name is hyperbolic.