In Naruto, whether a character is a good guy or a bad guy, their intentions are solely based on what they thinks is right just as Naruto's trying to "save" Sasuke which is wrong on so many levels.
Kisame and Kimimaro are a grand example of bad guys doing what they believe was right.
Tobi on the other hand is just pure evil. He just wants revenge and he's power hungry. He's been trying to get revenge on the Leaf village for centuries and had failed twice (as we know it). He uses people, abandons and kills his own allies. Given he cared for Kisame, we saw no reaction from him after Kisame's death. He's like Sasuke but from the future

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Tobi is just a facade, his real identity may reveal to be someone other than Madara but one thing is sure, his intentions are pure evil.
Tobi/ Madara is not a good guy in any way.
Naruto uses Talk-No-Jutsu.
Tobi is unaffected by Talk-No-Jutsu.