Thanks for the comments all.
True, I hadn't realized it only had 3 rares (LLN, ST and SL). You can probably do well with Acid Jet instead of LLNs and Energy Discharge over Sever Ties.
You always want to use HBM early to delay the opponent getting to 5 resources. Also, in this deck, HBM is incredibly more powerful when going first.
If you can get a 2cc and 3cc ally down (preferably Wolf when going first, but it obviously depends on your opponent), chances are you can deal with almost any ally on your T4 by using your guys and your ability. Skip your sac phase and play HBM to put the other guy back on 2 resources and get even in terms of cards drawn: that means no Jeweler's Dream + Crippling Blow, no Lightning Strike, no Tainted Oracle, no double Arrows, no Ill Gotten Gains, no Tome of Knowldege + draw, no Wizent's Staff, no WotF, etc.
Next turn, your opponent has an empty board and will either play a meatshield (kill it for card/board/temp advantage), cripple/Retreat/Fireball one of your allies (that's one less for your buffed Bella/Plasma B), play a draw engine (you can deal a lot of damage), or even just pass the turn.
If you have another HBM, repeat the process and your opponent is in serious trouble. You can also sac to four, play an ally (Bella/Garg) then HBM again next turn to delay the board wipe/big weapon. This will also give you a reasonable hand size so you can deal with whatever big play your opponent has on 5 resources.
Check ETC FDL vs emigor (games 2 and 3) and ETC FDL vs TJ SalivanthX (game 1) for perfect illustrations of the power of an early HBM.
Late HBMs are okay if you're in the lead or the board is even (say play a 3cc ally and an HBM on 6 resources). You hamper your opponent's ability to pull big combos while applying some pressure and maintaining your hand but it's not as valuable as in the situations described above.
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