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For a variety of boring reasons my ability to ride outside is limited at the moment, so I've used Zwift a couple of times to replace longer rides (100k) and I must admit it's made spending 2/12-3 hrs on the turbo fairly enjoyable. I wouldn't want to do it often, but occasionally it's ok.
Chasing down riders and forming mini groups certainly helps the time pass more quickly.
I stand by my earlier comments that it's not great for structured work though.
Having ridden a brief 30 minutes on this yesterday, I suspect it might be keeper, as that half an hour seemed to fly by. Will try a proper workout tomorrow and see if I get distracted by passing riders* again.
*of which there were many.