Why is he cheating himself? What gives you the impression he uses Strava? And just how unimportant is Strava to your everyday cyclist?
The reason I am nudging you is that I have owned an Electric bike and Im guessing you have never ridden one. At the same time I owned the Electric bike I had 4 road bikes a Bachetta Giro 26 and an ICE trike. I rode a 400 km commute on a road bike every week and used the Electric bike occasionally for fun or to commute. I never considered I was cheating myself or anyone else and have never used strava.
If an Electric bike gets this guy from the UK to France and back, it should be celebrated, not knocked. I am in support of anything that gets cyclists on the road. Apart from that Electric bikes are great fun. You should try one.