If you've come across tech talk about 'gameification' the idea of Strava will be familiar. I makes individual cycling into a competitive game as you compare your times on segments - let's say Arthur's Seat - with other people.
I suppose it's a bit like doing hilly Tuesday without everyone being there. So, for instance, since I can't make hilly Tuesday, I could compare my time going up Arthurs Seat and discover that not only am I much slower than wingpig, I'm slower than everyone else.