I think someone needs to just take charge with Rory ... he obviously has problems reading people and situations and his ability for self-evaluation/reflection is certainly subpar. I think it's good that Eddie is starting to lay down the law a bit, but I think it would be even more beneficial to his growth if others would sit him down and give him a good talking-to as well ... I don't see Seth as being the person to do this, his way of dealing with Rory is different (although seemingly successful to a degree). Ideally, I'd like to see Luke just sit Rory down and have a long, serious chat with him about EVERYTHING, no-holds barred, including how he feels about Rory, and when Rory starts to clam up and not want to face it, Luke needs to make him ... not let him runaway, not let there be any interruptions, and just lay it all out there. The reason I think Luke would be the best person, at least for Rory, is that he is the only person I can see who Rory *really* trusts. He still has issues with Eddie, doesn't feel like he knows Jase, still thinks Seth is rather dubious, and from people he hardly knows like Dave, Angela, or whoever, he's not going to really listen. I think he would definitely listen to Luke, because there is trust and comfort there (Rory has admitted to himself before how Luke makes him feel safe).
Will Luke do this? I don't know, because he's not totally perfect either. He's also still just a kid, and he doesn't want to get hurt either ... so despite his apparent affection for Rory, I'm sure he's scared of admitting his feelings to him and getting rejected, or letting himself fall for Rory even more while thinking that he's going to be leaving in a month anyway (even though he won't), or whatever. As for confronting him about his attitude and other issues, I'm sure Luke is scared of pissing off or pushing Rory away. So Luke has his share of issues as well. The problem with this, however, is that if someone doesn't do it in the next month (Luke), then Rory isn't going to feel like there is a reason to stick around, and they'll all miss out. So basically, Luke has to grow some proverbial balls as well.
As to Rory's "like-ability," yes he has problems (don't we all?!?!), but it doesn't make me like him any less. Next to Luke, I would love to have Rory as a boyfriend. I think he has the capacity to be a sweet and caring (albeit a bit dense and self-absorbed) person and a good boyfriend, but he needs to work through his issues. But you can't forget that he has been through A LOT in a very, very short period of time ... considering the circumstances (mother dies of cancer as her teenage son watches her wilt away slowly in front of his eyes, he finds out suddenly that he has a long-lost father who turns out to be gay, he jumps into his first ever gay "relationship"with someone like Aaron) ... Rory's been through a lot of sh*t, I'm definitely for giving him a break.