I think after the episode “Stable Boy” we learn a little bit more about Rumple even though it’s not obvious. We found out that Cora is the Miller’s daughter. If that is the case and the traditional story is followed somewhat closely, Cora would have made a deal with Rumple to give him her first born child, presumably Regina. Cora mentions that she has made many deals to get to where she is now.
So she would have been the one to reveal Rumple’s name to everyone (which is why everyone knows it now.) She was probably the first person to thwart him at his game and keep her child -Regina. This may be a large piece of Rumple’s issue with Regina in both worlds and why he was willing to give her the curse. He knew that she would have to kill her own father to enact the curse. He knew that she would be left with an emptiness in our world because of it, thus getting the beginning of his revenge on her. I’m sure he wants much more.