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Each deck would be built around that keyword, introducing a commander that cared about it in some way and some new cards with it

I dont know anything about the One Ring card you mentioned (not my type of game), but if it was the same card, just unique artwork, and the flavor text in the Black Speech instead of English, I would be amused/appreciative

Initiating off a Desperate Ritual or something same result

Check out Paul's feature article about Planar Chaos design, "The Color Purple," in which he talks about a lot of the crazier things the team tried

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It's also got a strong triggered ability