Update: We just got back from the vet, and he said it was a little irritated but nothing serious... probably just seasonal allergies, since he couldn't see any evidence of fleas. So he gave me a topical spray, and offered Benadryl if that doesn't help. He also told me to give him flea stuff next week, and to continue monthly in case he's allergic to fleas. Otherwise, he looks a-ok!
I also asked about his eating/diet issues, and the vet said it wasn't a big deal... just make sure the canned food says complete/balanced if that's all he eats, otherwise I should mix it with good kibble. But Rudy's weight looks perfectly healthy, and he said no biggie if a dog "goes on strike," since they can go days without food - and no house-dog will purposefully starve to death.
Thanks for the advice everyone, and I'll try all of the above...