The only “evidence” against this theory is that it would be economically unwise when the new B&B is coming out in spring 2017. Killing Rumple off too early and aborting the OUAT_internal BB story might not jive well for promotional purposes for the new Disney product. And it means not capitalizing on the slice of the market/viewership potentially resulting from the film. There’s $$$ to consider here, and as we’ve learned with the Frozen adaptation, OUAT keeps its eye on the prize.
Disney do not need and it has never needed OUAT to promote their products. It’s Beauty and the Beast, the Acadamy Award winner, best picture nominee and one of the most popular Disney films of all times. If it did’t need OUAT back then, it certainly doesn’t need it now.
It’s the other way, OUAT uses Disney franchises to get more ratings.
"All your questions are pointless"