Since I was asked in PM to go over this and put in my two cents, I will:
First on the issue of the damage type keywords from the op: LotrTCG provides a good way of explaining this- loaded and unloaded keywords.
In short, a loaded keyword has rules associated with it, like haste, ambush, etc.
An unloaded keyword means nothing by itself. IE Artifact, Wulven (as an ally type), and most recently fire/ice/electric.
Loaded keywords are emphasized in bold text because they are IMPORTANT, because they always matter, because attention needs drawing to them. Unloaded keywords, on the other hand, matter only in rare situations. They have no rules associated, they don't affect the gamestate, and are insignificant. Check WoWTCG, they use the same system.
The Holy Shield issue: The term 'harmful effects' REALLY needs to not exist in the game simply because it's hard to define. Here's some examples:
If I play a card that deals with harmful effects on my opponent's ally and that ally has a damage buff, is the buff a harmful effect because I, the player checking for harmful effects, deem that the buff is harmful toward me?
Is the static health reduction of Shard of Power count as a harmful effect? If so, would preventing the harmful effect increase only the mhp or would that reset the ally's attack as well?
What about freezes and disables? Sure, they hinder actions, but they aren't actually harming the target.
HS should read: Target friendly hero or ally is unaffected by all special conditions, can't be destroyed, and is unaffected by enemy abilities until the start of your next turn. During this time, prevent all damage dealt to the target.
On Killing: While in DT, a certain someone that was not me pushed for ADDING to this, so we'd have both killing AND dying in addition to destroy. I managed to shut that down and I want to shut this down too.
Flavor is important for most aspects of the game, but when it leaks into comprehensive rules and syntax there's a HUGE problem. Keywords NEED to remain generic, and the same is said for regular game terms as well.
Compare the two:
Destroy all cards in play.
Kill all allies and destroy all items, attachments and support abilities.
It should be obvious which is better for the game. The shorter, the sweeter, the better.
On fitting card text: your proposal, last I heard, is already a planned feature. Expanding keywords, scrolling textboxes, the works. You can relax on that front.
Keyword Generalization: I already said this is important. However, I can vouch for hidden.
Why?
Don't think of it like flavor. Think of it like a physical card. You can't target what you can't see.
As an example, look at Shroud in Magic. Creatures, artifacts, etc. have the keyword. Look at the art for these cards. Do you see any shrouds, any magical barriers? Usually, no. Shroud refers to the physical aspect of the game first and foremost, that the player literally can't target what is shrouded from view, and THEN flavor concerns were worked in. So it's okay for hidden to be a keyword because it's actually not about the act of those on the cards hiding but from the player hiding the physical cards.
Max HP display: Not important on the physical cards, since printed hp and max hp are always equal, and changes can be noted without having the extra number displayed. If there are ever plans in the future to have an ally come down with damage on it, then that's possible through card text and there's no reason to clutter up all cards in the foreseeable future just for the one possibility.
All this really needs is a set of parens displaying the max hp whenever max and current are not equal. Ant to make the game less cluttered, have it only display when the player zooms in on the card.
Health Gain: Health gain is defined as "increase the target's mhp by X". That's why there's a difference between healing and health gain.
Item durability and destruction: WBT needs text on it that says 'this card can't be destroyed for having 0 or less durability.' Otherwise, it should be destroyed as soon as it's played for having 0 dur.
BDB: When a card 'becomes' something, that replaces what it used to be if the two are contradictory. Like in Magic, without the 'in addition to its other types' or 'it's still a land' clauses, the effects would replace whatever is on the printed card.
BDB can't count as an item any longer. Items are in the support row, where BDB is not. Weapons have to have durability to stay in play, which BDB does not have. The hero can attack with a bow, but it can't attack with BDB. and BDB would be destroyed when another weapon is played, but it is not.
Just from the context clues, you should have been able to figure this one out yourself.
Keyword paren consistency: Generally for tcgs, keyword explanations aren't bothered with on higher than common/uncommon rarities, depending on how common the keyword is at the lower rarity levels. Also, how cluttered the text box is matters as well as how deeply imbedded the keyword is in a line of text, to the point where inserting parens in the middle would hurt the flow of the text in question. This is actually a matter that needs handling on a case by case basis and NOT with a general rule or two.
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