Having two of them in the opening was leading to awkward moments when you were losing to sacrificing your own lands
Wizards knew that they needed a simpler way to template cards with these abilities, and preferably one they could print at low mana costs without accidentally breaking every permanent with triggered abilities
Never leave home without a single copy of Submerge
The Orzhov Ephemerate deck focuses on leveraging ETB triggers using Phelia and Ephemerate for strategic plays
And, at least from my reading of the explanation, it has the capacity to offer a much more varied suite of decks for players to try their hand at offering "dozens of games straight from the box." In a nutshell, WOTC wants to give new players an onramp to MTG from the "I am interested in Magic, but I dont know anything." stage all the way to the "Oh, Ive identified what I like to do, and Im going to do more of that." stage
PSA 10 examples sell between $3,000-$5,000, with the most recent selling at auction for $2,520