I think the bigger problem is that their users all have accounts on competing services by this point. By the time they got serious about adding features, every

I think the bigger problem is that their users all have accounts on competing services by this point. By the time they got serious about adding features, everybody who wanted them had already signed up for alternative services that had them. Now Strava is playing catch up with a bunch of newer companies, and each one them is focused on a subset of Strava's users. For me, I signed up for RideWithGPS ages before Strava had a good route planner. Now Strava has one, but now I'm happy with RWGPS and don't have any reason to switch back. Other people wanted better training tools, and they found services that helped with that. Meanwhile, we've all kept our Strava accounts, because that's where the leaderboards and groups are.