A lot of people are chasing the route badges these days. So collecting things is kinda popular.
In that vision, zwift could make some “epic” routes on some worlds that have a distance of a real life classic like tour of flanders, liege-bastogne-liege,… (so around 240km).
To go further in this you could get a badge for them in zwift and buy optional a real life finishers medal (it’s something thats also already in a lot of virtual replacement events this year).
You could even change the routes and medals/badges each year so that it becomes a real collectors thing (and make the medals stackable so for example if there are each year 3 epic routes, the medals for finishing the 3 would make a greater medal together).
I love challenges and I know there are a lot of others on zwift that think the same. So it would be great to have really difficult challenges and get something real for it.