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@fade
Maybe not lying, but if you ask a user how or why they use something, they're pretty unlikely to outline all of their motivations or highlight the biggest problems or steps in their usage. With something like social aspects its generally a very big motivational factor with users although they may not realise it, and its especially important with things like exercise, where people who are in an environment where sports are socially acceptable and actively participate with friends are likely to do a lot more than those who aren't in that situation.
I know personally I always check the "people you follow" and "people in your clubs" leaderboards on segments, and I think the social factors of strava probably have lead me to ride more and definitely to push myself harder when I'm riding.