Wow, hostile much @MrDibble? But fine, I would say as a fey he’s bound by his contracts, and she, willingly and with zero manipulation on his part, entered into a contract with him. In stories about the feyfolk, they almost rarely initiate anything, but do favors with strict rules based on contracts or debts they feel they owe. Not by any means all, as the fey are a huge term with different legendariums, but it’s reasonably consistent for most of the derivations found in the West.
And that’s leaving out of he exists at all, or is just a metaphor for the FL’s reluctance to let go of childhood and embrace an adult sensibility.
As for your quoting Pratchett at me, I quoted the exact same sequence when talking about the Fey and Peter Pan in a PRIOR thread about Heroes that should be considered villains. And I agree that Peter and Jareth are antagonists, and should NOT be considered heroes. Just that while Peter cajoles, entraps, and manipulates his victims, Jareth is largely playing it straight by the standards of the old stories - he sets challenges and makes them harder, but it is the arrogance/hubris of those who try to deal with the fey that often leads to their downfall.
Which leads me to -
Of course, for many fey, it is a matter of evil intent, but in just as many stories, the human has a good thing going for them from the fey gifts, they become arrogant, and abuse it, and loose the gift and all the gains of said gift, leaving them ruined. In that sense, it shares the mythos of the Greek mythos, which is why I used hubris in the earlier section. If you want to call it villainy, feel free, the OP explicitly said that’s up to us, which is why I mentioned my nitpick with MrDibble was unfair in the post quoted.