There’s also the theory that Rumple is NOT against the residents of Storybrook. Rumple may have wanted Emma in the hat to protect her against a dangerous, cursed Hook. But, since Emma chose not to use the hat, Rumple had to go with plan B, which was to remove Hook’s heart, thereby making him immune from the curse, which would, in turn, save Emma from cursed Pirate Hook.
He needs the hat to save himself from the dagger, which is why he sucked up the fairies, but he may be depending on Emma, Elsa to save the town.
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