It allows for deck manipulation, some really silly combos and just generally feels good to use
Facilier, Agent Provocateur x1 Flotsam, Ursulas Spy x1 Jafar, Wicked Sorcerer x2 Jetsam, Ursulas Spy x2 Magic Broom, Bucket Brigade x3 Maleficent, Sorceress x2 Mickey Mouse, Wayward Sorcerer x1 Olaf, Friendly Snowman x3 Pasxal, Rapunzels Companion x2 Rafiki, Mysterious Sage x3 Sven, Official Ice Deliverer x1 The Wardrobe, Belles Confidant x3 Yzma, Alchemist x2 Friends on the Other Side x3 Emerald and Ruby The Emerald and Ruby deck is built around stealing Lore from opponents and keeping them off balance
This time around, they are a Celestial Avatar, functionally a god
The populate ability in most cases isn't useful, especially if you're building a charge counter deck