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From Wizards perspective, the purpose is likely to release a product tied to a popular IP that comes out around the holidays

Faster aggro decks may finish in under 20 minutes, while slower control strategies can extend beyond half an hour

With all the Mardu support in Tarkir: Dragonstorm, it just got a big boost, too

Some of these variants can only be found in Collector boosters, making them highly sought after for, well, collectors

It's also nice when an equipment card creates a creature and attaches itself to it, so you don't have to spend extra mana to equip it to an existing creature, and you can still play it effectively if your board is empty