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It can act as a card advantage card, a removal spell, or a graveyard hate utility

That of course comes with the downside of potentially being blown out, but I think the odds of that are lower than they need to be to counter an effect like this

One of the only constants in Magic since its inception has been the iconic card backsand double-faced cards did away with those entirely, putting a whole other card's worth of content there instead

You put a creature card exiled with Sothera directly onto the battlefield with two additional +1/+1 counters

I think first and foremost, its finding the right IPs that are great adjacencies to what Magic fans might appeal to or what Magic might appeal to another fan base