I see it a little differently. Luke has already evolved beyond tricking and manipulating Jess. It blew up in his face when he lied about Christmas with Liz, and it didn't work when he stole Jess's car. Now he's approaching it as an authoritarian, laying his expectations for Jess out in black and white, from the time he said "things are gonna have to change" when Jess moved back in, to giving him strict guidelines for not having sex with his girlfriend. It seemed more like a variation on his speech to Jess RE: Shane in the closet than an attempt to trick him into treating Rory better.
It's way different from what Richard did; if Whiffenpoof called a meeting at FND, made his pitch for applying to Yale, and promised his full support of whatever decision they made, Lorelai would have heard him out, talked it over with Rory, and gone to bed with a Yale pamphlet just the same. After all, he had a good point, and Lorelai used to fantasize about her future at Yale, the same as he did.
Luke was similarly uncompromising and demanding, but at least he came clean about what he thought was needed up front, confronting Jess directly instead of passively slipping beta-blockers in his oatmeal or something.