I don’t think the please is magical. I think that Regina could choose to not do what Rumpel says when he says please, she would be breaking the deal though and it would cause a consequence. That has just always been my thought on it. Also Gold would have to be very specific if he wanted Regina to do something big. Like if he found out about Belle and told Regina to give Belle to him she could kill her and give her to Rumpel. That may be why Rumpel has yet to use the please for anything really important.
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