[Charles Martel]

Back in the day, was it a big deal for the families to know their loved ones were being carried the hearse that transported JFK? Was that a big sell in the funeral arrangements?

I suppose not, since the blurb that I found (upthread) stated that the O'Neal Funeral Home bought the hearse *not* knowing that it would be used to haul Kennedy's carcass.

Now, if it had said that the funeral home bought it while knowing that it *would* be so used - my, wouldn't the conspiracists have fun with that?

[Deaf Smith]

I think you missread my post.
The hearse stayed in service for the O’Neals for a few more years and then another funeral home bought it for use.
http://latimesblogs.latimes.com/nationnow/2012/01/kennedy-hearse-auction-arizona.html
“Does it look the way it did back then?

A collector — a member of our club — owned it after the second funeral home painted it a brown, sort of a dark gold color, and he repainted it white and restored it in the 1990s.”