They are taking a perceived weakness (Magic not paying as well as we wish it would) and turning it into a strength by catering to multiple audiences, thus supplementing their bank accounts with tournament winnings, endorsements, and writing
Power creep has unfortunately started to push that idea out of vogue, with the speed and consistency of most decks increasing rapidly over the past year or two, thanks to insanely pushed cards
The effect doesnt end here, either
Interestingly, this deck will have two face cards, with Sam, Loyal Attendant serving as a partner commander with the unrevealed Frodo, Adventurous Hobbit
I'll never talk about Lands in the main part of the article, but some artifacts are fun enough for me to talk about in terms of a monster design