I just focus on the joy of riding and the scenery - on the road my rides range from 15-60 miles. I do map my rides afterwards on ridewithgps.com (I don't have a GPS unit). I typically do have a camera of some sort with me but I rarely think about using it until it is too late. For me the camera seems to be a distraction in that I get so focused on taking the picture that I don't enjoy the scenery as much as if I just took it in. That is just me however, quite a few do like to take pictures and videos during their rides.
I am more likely to take a shot or two on the mountain bike trail as I stop more frequently there, but I still don't take that many of them on the actual trail. My mtb pictures are more typically of event-related activities. I will take some this weekend