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These tend to be the most powerful cards that will be built into a deck in smaller numbers, if not just as a single card, with the intent of them being the backbone of any decks strategy

Social media really opens doors for things like this, though Im not sure that makes it less work for WotC or more satisfying for us when we see the output. yuleooze Yuleooze makes a great point here

Modern Horizons started as an idea to cater to the deeply engaged player, with a focus on that rich gameplay

The one that ties into the 2023 Dungeons & Dragons: Honor Among Thieves movie is a Universes Beyond product

This means that every single pick needs to be thought about