Because they arrive with double the loyalty counters on them
Its also only your permanents, not all permanents unlike Homeward Path, so if you run theft effects in your own deck like Gilded Drake, Thieving Skydiver or Agent of Treachery , those effects will not end with Brand
Protection is most common in white but all other colors can have it too
Subsequently, Faerie Mastermind is able to provide insane value, even without activating their ability
Whenever Ursula, Deceiver of All is used to sing a song - Lorcanas action cards that can be played for free by exerting a character equal to or greater than the songs ink cost - the song can be played again from the players discard pile for free, then returned to the bottom of their deck
When form meets function, one cant help but smile