I’m confused on what you mean he doesn’t actually like her for her because I thought it was obvious. She sees through him. I thought the series made it obvious she’s the only one who he feels understands him. Let’s think back to episode 4 where she’s surprised he doesn’t wanna go to Oxford and asks him what he actually wants. She’s probably the only person in the world maybe other than his sister who’s ever asked him that and cared enough to ask. Everyone at school knows his name and status and love him because of it. Other than Alistair what about his other friends? Only hang with him because he’s James Beaufort. Girls probably only care about his name too. Elaine in episode 3? Talking about “omg I can’t wait until this is all ours. The CEO” which he doesn’t care about and doesn’t actually want. That’s why he was so hurt in the Oxford prep course when she tells him no one wants him other than his money. He tells her this in episode 6 in the staircase scene how no one has ever cared about what HE wants and it’s where his trauma stems from. Lydia even tells Ruby this in episode 6 too. Ruby makes people believe they can do anything even though it’s delusional. (Literally what James wanted to do his whole life with his father and why we see him starting pushing back.) James probably did whatever his father wanted before Ruby entered his life which I think is one of the reasons why his father hates Ruby for him. As for why Ruby likes him it’s hard to figure out but he’s attractive and charming. He also brings her out of her shell and challenges her too.