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Yeah, I have to agree. The rivals had no role besides being a single quirk who talked about how impressive the protagonist was. That brains and brawn duo outside glittering cave had a better dynamic than any of the rivals did, just by adding a few lines about the brawn getting upset after a loss, and the brains needing to console him. One little detail like that, and they feel more like characters than the rivals. And there were little details, like Trevor's family in Luminose, but they just... never got used to amount to anything.
And then the Looker storyline comes along and blows everything else the fuck out of the water, and I'm left wondering where the hell any of that was for the main game.