Captain Swan is the furthest thing from fan service. I won't touch the rest of the ninnies allegations, because they're ridiculous and skew canon, but the show runners, writers, and both Jen and Colin have been quoted dozens of times in interviews as saying that Emma and Hook was always in the plan. In fact Colin JUST SAID, like just now, at Fairytales, that he knew when he was hired that he would be a love interest for Emma. They aren't fan service. That's a fact.