Both Wally and May/Brendan had great character progression in ORAS particularly. It really felt like they were rivals right until the end yknow? They showed up several times, they helped you out and gave you items when needed. Compare that to X/Y and it's kinda like a whole different story. In those games the abundance of rivals just ruined it for me, having too many at once didn't really give any of them a chance to shine or show true character progression. Shauna stood out a little, but having an extra 3 showing up randomly just threw it off. I think that's why I prefer only having one or two rivals similarly to ORAS or BW.
I did find Shauna interesting as far as the XY group was concerned, but you didn't battle her much (seriously it's so bad that you battle Calem/Serena more and I guess that's because he/she is your main rival) and that hampered her for me as a character.
It also taught me that too many rivals is not the best thing for Pokemon. I'm hoping for something like Hoenn or BW Unova where we had two rivals which I think was a perfect balance.