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Yup
https://support.strava.com/hc/en-us/community/posts/115000086764-Strava-s-new-Feed-announced?page=4
and suprise suprise, it's for insertion of ads into feeds. Sorry, athlete/business partnerships. Led by an ex Instagram exec no-less
Which makes me wonder why Strava went algorithmic, preparing for adds on the free service ?
I've binned Instagram now and quite content with Flickr for photos