I like dark, to a point. I've seen some stocks with lots of figure and curl that were "covered up" with stain.
Honestly, I think the master at wood finishing considers the wood at hand, and applies an appropriate finish to bring out the best characteristics of the wood.
I'm slowly making all the mistakes that will eventually lead to me being a supreme master at wood finishing
For example, I took curly maple and scorched it with a torch. This brought out the "tiger stripes" but rendered them completely two dimensional.
Having learned that curly maple should be tinted with something like iron acetate (steel wool dissolved in vinegar) I was much more pleased with the next piece of maple I finished.
Now that I learned THAT lesson I applied it to a walnut stock (modern supository gun) and stained it with steel wool and vinegar. It turned very dark. Almost looks ebony up close, but from a distance it simply looks like a black plastic stock!
I have had foreign guns that were dark stained but a light rubbing of steel wool took some of the "tar" off the surface and really brought out the character of the wood.
So now, I'm finally to the point were I consider the wood FIRST then finish it accordingly and let the wood be as its Designer intended it to be. When I have a finished product in mind and try to make the wood look a way it isn't supposed to I botch it.