There is a fair amount of "buzz" over the " new" merchant pertaining to the lack of incentive for gold/selling cards for gold. I would like to suggest since LL is released somewhat a "goal" for the gold. With Campaign talk and such I would suggest that missions cost gold with cards as rewards, this would be a way to acquire the cards via gold and with an access of up to rare( could even make extremely expensive missions/highly difficult more worth the time/money) flood the market/merchant with cards for the overall masses.
Also, I would suggest "free" mission(s) per week, non exchangeable ofc, for those new to the game and still a long way to go, considering the price(gold) increase with each new set you still need a path for the newer players(if its to stay f2p/near f2w) so they are not discouraged to at the least start out and try the game then invest money for sc.
Hope this helps, feel free to add to the idea
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