Board Thread:Character Discussion/@comment-26211594-20151009183748/@comment-27141338-20151110000041

Well, let's look at its dictionary defenition, shall we?: the practice of claiming to have moral standards or beliefs to which one's own behavior does not conform; pretense

She claims to be this good, moral person, and yet does evil things when people aren't watching, like ripping out Belle's heart and using it to manipulate Rumple.