I used Strava a number of years ago (could be five-ish or more). Connect has a better "ROI" for me. Sure, I need to buy a device, but it's a "one time fee" basically for years and years of data that really only I use or even want. Also, I don't have to buy a new device, I can always get a used/refurbished one if I want something newer (I've done that a couple of times while at the same time selling my older device). Strava is primarily a social platform which spits out a lot of user data I've no interest in nor am I particularly interested in providing , so "meh". Connect syncs up with my Rouvy and my Apple activity and provides me with the actual data I want and includes route planning, uploading routes, nav, etc... Personally, I don't see them ever going full pay with no free version. Strava needs large numbers of users to produce the aggregate data they sell to third party buyers. They also need those numbers to attract companies to fund "Sponsored Challenges". From what I can find, these two plus subscriptions are their main income streams. I could see ads as part of their future and they may have some success with sport specific adverts based off a users primary sport.