Rumple wants all ze power; I get that this is what the writers want as his motivation but for the most part he generally seems annoyed with the Charmings and SB in general. He even wanted to flee with Belle and Henry when Ingrid was about to cast her Spell of Shattered Sight. He’s never had any “ruling” ambitions; just a desire to have as much as he can to protect the ones he loves (and because power lets him control his own fate and life). So where does this whole “kingdom” thing even come from? He wants to rule over SB and have control over life and death? As the Dark One he kinda already had that–he could kill anyone at anytime, but he’s always chosen not to because while the pesky heroes annoy him, he also used to consider them family (remember when he saved Charming in S3A ) and because the Rumple of S1 used to admire heroes like Charming, secretly wishing he could be more like the knight in shinning armor but believing he wasn’t capable because he was so unlovable. THAT’s the dynamic of Rumple and what made him so compelling. I don’t even know what he is now.