Framing Questions

We've had a bunch of stuff to do this morning so am just now getting time to ask you all some questions about framing.  Here's the deal -

A friend's husband may get laid off from his job and is seriously considering opening a frame shop.  He's always made the frames and cut the mats for all their picture framing needs and I'm sure he'd do very well.  He's asked what is expected of a framer, particularly from an artist's point of view.  What do you all want most when you go to have a piece of art framed?  What would you like to say to all the frame shops out there?

OK, that's it, that's all I wanted to ask.  I'd like to give him a good overview of framing from our point of view so any relevant comments most welcome!