When it enters the battlefield or when it attacks, you can either add or remove charge counters from Immard, helping keep it alive by giving it indestructible or dealing four damage to any target
This effect absolutely isnt worth 3 mana, especially since graveyard hate is so prevalent, even as an ETB on something else
For example, the last ability will count experience counters that you got from the second ability, from another ability, from another copy of Azula, Ruthless Firebender, and so on
Kolaghan's Command is no exception, which is why it sees play in Jund, Death's Shadow, and multiple flavors of Grixis
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Priority doesnt change during voting because it's part of the spells resolution