All we know for sure, is a queen rules one side of this place. It's on the other side of the mirrors. There are duplicates of us over there, usually...whatever your personality is here, it's the opposite.

[Get it? Like a mirror. She never wants to meet hers.]

The Queen of Hearts controls them, and far as we know, the magic is sourced from that side. This place feeds on our memories. Every now and then the whole place might change. Or threats might seep in. Just depends on the person's memory that week.