Wherever I've lived, I've always wanted another of the operators to start working routes in that area.
Lived in Durham and wanted GNE to make a move. 
Lived in various places in T&W and wanted ANE or SNE to make a move.

Mind, as a kid - Northern/GoAhead Gateshead were always my favourites. Tended to choose them over OK or United.
Once I started to rely on the company for more than trips out and I needed to commute to school, college or work - then my perception quickly changed to the one where I wanted that other operator to step in and I used the likes of OK where possible and Redby when they introduced a bit of competition.

Back in ANE land now and for all the fares are pretty naff and there's gaps that Teesflex fill, I've no major issues. Certainly don't have the desire for GNE to make a move in to the area at all.