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@andyp
Having worked in the fitness device space, supporting BLE in a mobile app specifically on Android is a monumental task. Our app team consisted of two developers for iOS and five for Android, plus we were using a specialist Android testing house for £10k a month to extend the range of devices we were testing on.
Even with this, Android users consistently rated the app negatively, much to the annoyance of my management chain.
I can understand why Strava are doing this, but as @Greenbank says, this could be the end of them.