It is definitely one to keep a close eye on. This whole land rush is just getting started, but as it heats up if Zwift can keep up growth they could benefit greatly (be it directly or via a tech company buying them).

I really like zwift but I don't find it motivates me at all.

My general impression is that zwift caters to the "serious cyclist" crowd and peloton caters to the more typical (upper middle class) consumer. It's a bit silly to spend $3K (and space!) on a standing exercise bike when you already have at least one bike in the $3K range and often a second in the $10K+ range, both of which you'd probably prefer riding on trainer over Peloton anyways.