True love is something directed outward, that one person shows for another. There are good qualities that are directed inward — self-esteem, integrity, etc — but I think love has such power in fairy tales because it can only serve others, not oneself.
Good point!
I have a suspicion that it would have a different affect on her like it may turn her into something different. I think that Emma is just a rare human being and would reject any evil spell that may come across from her. Yet, can’t be sure.