They just give decks slightly different options for their creature-lands
Y'shtola Rhul Y'shtola Rhul is expensive, but gives you two end steps, and therefore two blink effects, effectively doubling the value you would get
While he may not be shiftable or have an ability that rallies others from the set, if he banishes another character, you can play an item for free
Since it can hit creatures or planeswalkers, the versatility it provides compared to something like Chained To The Rocks, which has a similar effect, makes the card better to run a lot of the time
According to EDHREC, just over 4,500 decks run the card in total
For better or worse, it does feel slightly unlikely that this new variant will sell for the same price