I do not think they have done themselves any favours especially in the current climate with more people taking up fitness then ever before (go figure its lockdown...I cant get my head around that bit) due to COVID seeing the youtube video of one of the founders he had zero remorse. It is purely about money and they are capitalising on the effects of COVID in my eyes.
You sign up for some of the challenges by companies is a form of advertising, I have taken a few up myself and purchased a few bits and bobs from them, but normally they are from high end brands trying to get rid of odd sizes etc. I have no problem with this and I think its something STRAVA should have capitalised on more. It is perfect place for manufacturers to get their new product direct to the people who buy them.
I cant see me subbing for it, yes they will get a spike but i think the majority will cancel in 3 months time as it doest offer anything thats already free if you have Garmin/Polar/Sunnito or other Tracker. The only way it could survive in the longterm is if they brought out their own line of "smart stuff" which then forces people into the STRAVA eco system.