Obsessive Strava Disorder.
A guy at work came up to me once asking who Someone-or-other in ERC was, because S-o-o had just beaten their KOM, was S-o-o any good? I said I hadn't a clue. There followed various updates through the day culminating in the fact that S-o-o had been in their car and had now thankfully deleted the ride - phew !!
They go out on windy days hunting for segments that run downwind.
Some of the strava people seem really quite unhinged.