I run a lot of the same local segments repeatedly but I'm very rarely trying to beat my Personal Record - I'm also never going to trouble the KOM spots! But, I really enjoy segments as a feature and like to check how my efforts stack up against my past efforts.
My idea to make segments more useful and fun for me and athletes like me is that Strava could track and display myaverage time over all my efforts on a segment. I could then see if I'm improving my general speed over the segment without having to go all out to break my PR. Would be great to filter it by "this year" vs. "all-time" or similar. It would also be good to see how my average has changed over time on a line chart somehow.