I only 'discovered' Strava in July this year when my friend in Scotland who I used to race with many moons ago told me to join so that we could see each other's rides. Since then, I've joined a local Club and they all use it and giving Kudos for rides is simply a little encouragement and recognition that the effort was made to go for a spin.
It has been a great tool for me to learn new routes too, checking out where others go. Obviously good too as a guide for tracking my own performance and I do like the KOM's, must admit, as there are many local race routes and going after segments on them during training gets a little extra out of me which is good because I am a lazy cyclist otherwise when on my own!
I've collected 22 so far and knowing pretty decent competitive riders are on the lists makes me feel I'm achieving something even if, in all likelihood, they weren't going for them.
I get that it isn't for everybody, that some aspects aren't for everybody, but it is all just a bit of fun and I don't see why anyone should begrudge that for others even if they don't see the point themselves.