PARIS: You know, when we met at the beginning of the year, I didn’t like you because I thought you were some rube from the sticks, and I have no patience for rubes.
RORY: How very enlightening.
A rube is a unsophisticated, naive person, especially one from a rural area. It is a nickname for Reuben, which since the mid 19th century was applied as a generic name for people from the country.
The Annotated Gilmore Girls 