The second half of the fourth season will feature Maleficent as the Big Bad, and reportedly the fifth focuses on Cruella de Ville, so we should enjoy the understated villain while we can, because those two are nothing BUT drama.
...although HOW they'll bring in Cruella baffles me. Is she going to threaten to skin Ruby? Take over Storybrooke Animal Shelter For Teh Evuls? There aren't a whole lot of options with the character, is what I'm saying. Her modus operandi is stealing puppies and chain-smoking. Good luck building a compelling and realistic story arc around THAT.