This is from the following interview: http://www.assignmentx.com/2014/exclusive-interview-once-upon-a-time-creators-edward-kitsis-and-adam-horowitz-on-season-3/
HOROWITZ: Yeah, I know, but for me, Neverland had some of my favorite episodes ever. I really loved it. I loved being there, I loved Peter Pan, he was so much fun to write for, and we had the HEART OF DARKNESS vibe that we really dug, and we liked that it was really character-oriented. The second half of the season is going to be different. Whereas Neverland was very dark, this is the Wicked Witch and she’s wicked. And wicked tends to be fun.
Are they kidding me with this?!? Fun??! Fun!!! Fun to kill a major character off the show… I’m just. God, I’m just so over it.
"We were happy."
"Because... it was born out of true love."