Board Thread:Spoilers!/@comment-24769579-20141012015614/@comment-25800654-20141202203941

Hook is not feeling pain/remorse for his actions because Rumple has his heart. Notice that Rumple was pretty expressionless while doing everything that Zelena forced him to, and if I remember right Aurora looked extremely blank while being controlled by Cora. Hook will not fully be himself until/if he gets his heart back, and that's when I think he will feel sorry for the damage he has caused.