Sets that feature iconic Pokmon, introduce new mechanics, or celebrate milestones in the franchise tend to generate more interest
Now, Im not advocating for Surveil to instead be a Fateseal variant, because Fateseal is a net negative fun mechanic, as most folks whove faced down a Jace, the Mind Sculptor can likely attest
Awareness, being in the Fourum, staying up-to-date with technical details like pricing and quantities of product releases, upcoming promotions, including internationally - especially Japan - will all pay dividends in the long term
You can also get a bit creative by blending synergies across themes
Youll usually pay only for the effect, but its also not embarrassing for the full 3 mana