Dear Game Freak.
Give us a selfish rival for once. A rival that is the Pokémon equivalent to any rich bitch stereotype in western animation would be welcomed as the player's rival.
The rich bitch's parent would be tied with the main villain team and would blackmail the Professor to cater to her needs by threatening to cut off his funding.
The rich bitch rival should be like as if Gary and Silver's bold attitudes were both turned Up to Eleven, gets on the player's nerves constantly, would own a ton of rare Pokémon, all purchased by her daddy, and over time, you learn more about her. In the end, her ace Pokémon would be one she catches for herself, and is her Mega/Synchro candidate.
It would be immensely satisfying to 1-up an obnoxious stereotype by yourself in-game, and will inspire everyone to be the very best once again.