When GameStop started doing it, it was without providing the staff with the necessary training and expertise, and naturally saw them paying woefully low prices, and of course without any of the individual stores having any independence over how it was carried out
And like many Red cards in this oeuvre, (See Phoenixes and Hammer of Bogardan for examples), when the creature it enchants dies, you return this immediately to your hand for another go, giving you a solid aura that continues to turn any card you control into a major threat
But it can also be used proactively, too
Its face commander Kasla, the Broken Halo, has convoke itself, which helps to discount around the commander tax while also giving you control of your top deck while drawing cards when cards with convoke are cast