Living in a very large not spot.
The major wish for most people here is to have the major routes covered so that if you break down or have an accident you can ring for help otherwise you can be waiting for a very long time for someone to come past and give you a hand.
Of course, if Ofcom forced the operators in the UK to implement the emergency call requirements from the GSM standard (i.e. if you need to make an emergency call you can use any available network not just the one you've subscribed to) then you'd reduce the need for masts across the UK.
The most vocal voices wanting better data coverage are the emergency services not the general populace - these are the people who are saying that lack of 3g and data is a major problem when an emergency happens.