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For me, there is very little incentive to use any of their stuff. If I thought I 'needed' the heatmaps, like I said, I'd pay up for a bit and cancel. I've have a yearly sub for RWGPS for the last four years and that's where I do my route planning but now and then other tools like their heatmaps come in handy. I mean, via Yemble's site, not directly using Strava. The heatmap is separate to their route planning anyway isn't it? That's what makes it clunky to use in Strava itself. At least it was.
I reckon they'll remove the heat map access/API/whatever. Otherwise what's the incentive to use their route planner?