Everyone except for a few intelligent individuals who piloted the deck to great success at the Vegas Disney Lorcana Challenge, including Lorcana legend Zan Syed who won first place out of nearly 2000 competitors in the event
Even if it just means you eat one of their chump blockers, it still cost them something for your two mana (one to activate, one for the Land the Aura is on)
The Unagi of Kyoshi Island and Auntie Ool, Cursewretch use mechanics that debuted with their set like waterbending and blight as ward costs as well
Sanderson, a big MTG fan who wrote the Children of the Nameless Magic novella and even appeared in videos with The Professor from Tolarian Community College, has mentioned such a collaboration before, but gave more detail in his answer at the convention held the first weekend of December
Simple - were a team of collectors, trainers, and resellers just like you