For one thing, I think Mr. Gold wants Emma to believe … for whatever reason. And he thinks/thought August could convince her.
For another … he set that up in his shop … having Gepetto there. 😮 A way to twist the knife, after what happened in the last episode.
I do wonder, though, how he figured out so clearly who August is. Or did I miss something?
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“Though lovers be lost love shall not;
And death shall have no dominion.”
-- Dylan Thomas