Well I was never fully convinced the uncle was callously betraying Beauty. The first time we heard his scheme to take over the company, he prefaced it by saying that he doesn't believe Beauty will ever physically work in the company, so it's time for Plan B. He sounded more frustrated by Beauty's refusal to work for the company than conniving, so it doesn't seem like he's planning to take it over because he's greedy and wants the company, or because he feels he deserves it more than Beauty. It seemed like he just got tired of Beauty holding onto an empty title if she's not going to do anything about it. All subsequent conversations didn't reveal much more other than it seemed like he and his partner were going to use Beauty's designs (after changing a few details) with their new factory.
And then later, before Beauty found out about Theepope's involvement, she had said to him that once everything in the company has been settled, she had something to tell him (about her being a bird) and hoped that he wouldn't hate her for it, and Theepope replied he had something to confess to her, too, and he hoped she wouldn't be mad at him. After she found out about his betrayal, he told her it isn't what she thinks it is and that he didn't want the company or the title/position or anything. He only wanted her, but she was too upset to let him explain. Of course she turned into a bird right after, but I doubt she would have listened to him anyway (I wouldn't). Honestly, I can't imagine what else it could be if he and the uncle aren't trying to push Beauty out and take sole control of the company, but I'm guessing there's more to the picture than we're seeing. I just can't figure out what yet. Unless, of course, Theepope is completely underplaying their betrayal.