Re: mobile signal from any operator is likely to be non existent.
"if you happen to be out on a remote walking holiday in a scenic but sparsely populated area of the UK "
Not just that, how about (e.g) the M6/M56 route from Birmingham to Chester? I realise this is probably irrelevant because both these places are significantly outside the M25, but it's a route I do frequently these days and, once outside Greater Birmingham, there's no worthwhile 3G (O2 or EE) and there are plenty of places where even good old GSM struggles.
Competition isn't working in the consumer's interest here.