Foursquare made me think about this, with its checkins and mayorships - it's basically just CTF, but an individual game.
At the same time as that is happening, Strava is posting challenges; people are everesting, and groups naturally form around the sport.
So why not use the strava API to detect time spent since someone climbed a particular hill, and give the score as time + elevation * number of people who climbed it on your 'team'.
Now if only I wasn't riding so much that I could implement a prototype :(
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