I think at that point he knew without the reward money and standing face to face with the rebels that it wasn't great for him to be on Goldblum World, but why he took them to Asguard, I don't entirely know, I guess. Maybe he did feel remorseful, or he was planning to make a play for the throne. Obviously one he got there it was worth it because he got that cube thing, I guess.
I had to see this in 3-D because 2-D was sold out. The scene overlooking the ocean with Odin was really pretty, but largely the 3-D seemed really bad, and I just poked around to see that apparently I wasn't the only person who thought so.