I'm not sure if this could be implemented without creating a significant source of conflict, but it might be fun to be able to choose a favorite giant (probably automatically determined by whichever giant you've earned the most favor with) and have some in-game benefit tied to your giant's popularity. So, you'd be trying to convert others to your "religion" in the name of helping your giant and yourself.
Of course, this all ties into the story of how the giants relate to each other, so this may or may not make sense within this context. And it also might lead to either everyone pouring into the giant who has the best perceived side benefit or even conflict generated among groups (giantism?).
If the benefit were sort of simple or cosmetic, then hopefully the conflict would be benign and fun. It would add an element to individuality to each character and it would probably fun to watch in terms of seeing how "society" develops.
On the other hand, it might not be a great idea to introduce a reason for someone to view another player unfavorably.
Anyway, just a thought I got from looking at the leaderboards.