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they want a more interactive game
Black three-drops are pretty anemic (the best being Geralfs Messenger, Hypnotic Specter, Vampire Nighthawk, and Bone Shredder, but the quality drops quickly after that), so the competition is low
If a creature is about to die to something unrelated to Vampiric Dragon, then go ahead and spend two mana to put your mark on the creature, and then when it dies, you'll get a +1/+1 counter
Sadly, Phoenix Heart hasnt made our list yet, but its somewhere out there