ABC GMA discussed the show. The characters in Storybrooke, ME (where time had been frozen) have no memory of their previous existences in the fairy tale world (because of the curse), so the concept now sounds more like an experiment with New Age ideas, even reincarnation. You could get the memory back. Storybrooke is kind of the joint between the real and fairy tale worlds.
Actually, the memory loss (of the fairy tale world) sounds almost like "reverse reincarnation". It's more natural to imagine a story where someone lives in heaven or a fairy tale world and slowly remembers life on Earth.