New Cups: Top 10% (Ten Percent) 5% and 1%
If I place 70 out of 1,000 (7%) in a popular riding area, this is a solid effort to be damn proud of -- but Strava gives no recognition.
Meanwhile, in a less-popular area, if I get 7th out of 14 (50%) the kudo's come flowing for that meaningless little cup. (Makes me want to set the ride private).
With Top 10%, Top 5% (and even Top 1% for segments with over 1,000 riders) athletes have more reasons to stay motivated, while Strava cups remain relevant.
Note: This doesn't replace the 1-10 cups, but simply enhances. If you aren't in a 1-10 slot but are in the top 5-10% you get that cup...
I feel this idea may have been presented before. Oh, here it is... 2 years ago: https://support.strava.com/hc/en-us/community/posts/208839907-Award-Badges-for-top-5-10-or-25-placings-on-leaderboards-