I don't see people talking about it enough, so here it is: James is scared of Ruby in the beginning. His world is a simple food chain: he can buy anything and anyone, and if he can't buy it, he threatens people until they do what he wants. But Ruby does not take his money, and his family's name doesn't make her fall down begging for forgiveness.
He can't control her. She's not a part of his game, and that's why she's terrifying to him. She is a threat to his family, and, for instance, his sister, whom he can't seem to protect in this situation. That's why he would go to great lengths to shut Ruby down - because he's scared.
I think it's crucial for the story because he's had people being rude to him for a reason and with no reason. He's had people he fought with, but she's the first person (probably after his father) whom he can't control. People like this have the power and don't see him as a human being, they're only there to hurt and punish him. That's why her apologizing to him makes him fold this fast. His father is terrifying and cruel, and he has never in his life apologized to James for hurting him and constantly ruining his life. Ruby was hurt and said what she thought, but she didn't mean it. While James expected her to play some kind of game (planning something with Alistair, not taking money, etc.), she was just herself, with all her honest reactions and emotions.
In his fake world, she was real. She took responsibility for her actions, she saw herself hurting James, and wasn't fine with that like others were in the past. I think that's what made him fall for her. She was honest and open, wasn't scared of him, respected herself, and made him respect her.
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jacobvanloon
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theartofmadeline
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