Yeah, Neal made a choice. But if I were going to put credit for his death somewhere, it would be on Zelena. She set it in motion, just as Regina gets credit for killing a village when all she did was order her guards to do it. Neal only chose to disregard unknown costs; it didn’t occur to him that his life might be the cost. Zelena knew it, and manipulated Lumiere into playing on Neal and Belle’s desperation. Lumiere, incidentally, slightly redeemed himself in saving Belle.
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