Rumple doesn’t have much use for the heroes atm, but he’s shown (some) concern over his grandson’s fate, and doesn’t really want to do in Emma or the Charmings unless it’s necessary (which he has occasionally thought it was, but doesn’t seem to right now). He even gave Robin back his heart after feinting taking it for Pan’s viewing pleasure.
So I don’t think Rumple set them up. He was motivated to get their quest(s) done with so they could all go topside anyway. (Also, um, couldn’t he take them back whenever he wanted with his blood, once their names were off the tombstones?)
Zelena never intended to come to Underbrooke in the first place. She was just trying to get her baby, and accidentally got summoned along with it. She also expressed concern about her newly reconciled sister, so…
In the grand scheme of things, I think we must take Hades’ actions at face-value as they were presented. His WHY is still up for grabs, and confusing, but there’s no reason to believe someone else set up the heroes like that.
Keeper of Belle's Gold magic, sand dollar, cloaks, purple FTL outfit, spell scroll, library key, copy of Romeo and Juliet, and cry-muffling pillow, Rumple's doll, overcoat, and strength, and The Timeline. My spreadsheet: https://drive.google.com/file/d/0B6r8CySCCWd9R0RUNm4xR3RhMEU/view?usp=sharing