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It's strong stuff

Gatekeeper of Malakir I believe the original version of this card was made by Zendikar lead developer Henry Stern to have some more basic "enters the battlefield" kicker effects

If your opponents are staring down an army of Slivers, and the Hivelord is in play, it may cause them to overestimate its threat level and waste their removal on it rather than something more important in play

Or perhaps Fiendish + Soul Devouring, which is an immediate -2 in hand presence, but with a successful direct attack, Soul Devouring prevents your opponents draw phase (+1 in hand presence compared to opponent) and then Fiendish will replace itself when it is sent to the Graveyard (+1)