A content creator I like had made the case for Universes Beyond. They said something along the lines of 'when other intellectual properties are showcased in Magic sets, don't think of it as Fortnitification, think of it as Smash-Bros-Ification! It's celebrating all of the media we've loved for years, sharing it in a new context, and encouraging new player's to the game we all love!'
I disagree, for a couple reasons.
1) Smash Bros is a video game where you play as characters from other video games. Magic's UB collabs have yet to make a meaningful overlap with other collectibles card games. The medium we find the characters in, the medium in which we originally interact with the characters, hasn't changed in Smash Bros. It has drastically changed in Magic. Warhammer is sort-of similar, in that it's a hobby you'll often pick up form an LGS, but Dr. Who, TMNT, fucking Jurrasic Park? This is DIFFERENT STUFF. Youre not enjoying it for the reasons you enjoyed the original product. It's a cash-grab from popular media for the sake of lining Hasbro's pockets. A lazy cash-grab, at that.
2) Smash Bros, as it exists, is a game that stands on its own, ludonarratively. These video game characters, each in their own world, have been brought together for evil/tournament of champions reasons. They all acknowledge that they're not where they came from, not where they used to be. It's a side-event from the canon of their universe.
When Doc Ock and Sauron and Starscream are all in a deck together, it's a mish-mash. It's nothing. The characters exist solely in the context of their own stories, and while mechanically that may synergize, there's no interaction with the base truth of the Story of Magic. A story that has plenty of universe-hopping, alternate-reality elements, that are fascinating! The story of Phyrexian invasions of All the Planes of Existance is an imagination-swirling concept that is fully undercut when it turns out that, actually, a ton of universes never had that problem, they're running a rerun of my favorite children's show!
It's an especially irritating note that, yeah! A ton of these IP have played the 'hopping dimensions' game before! If anyone would have met through the Omenpaths, it'd be one of the people from Dr. Who! Or Spider-Man! Or TMNT! It would be so easy to weave these products into the story Wizards of the Coast has been telling, but for the sake of IP Singularity, they don't.
3) It's Magic: the Gathering. MAGIC. There is an implied sense of fantasy and suspension of disbelief that is shattered when Fallout, Jurrasic Park, Walking Dead, and other magic-free media are represented in the Spellcasting Game Where You Play The Role of a Powerful Wizard. I take umbrage with this fact in Mainline UW sets as well, like Magic Wild West or Magic Haunted House, but the Universes Beyond sets are the most guilty. Beyond the nitpicking of 'blah there's no magic' whatever, I also have a problem with the art on UB cards are just artist's renditions of Real Actors From Movies. What is Jeff Goldblum doing as the face of your Eggs deck. Why is David Tennant your commander. Get Walton Goggins out of your Zombies deck Right Now. He's an actor. He deserves better.
Now, look. On the one hand, I love thinking about my favorite Blorbos in the context of mechanical design for my hobby. I'd be a grade-A hypocrite if I said there should be no expression of other media in the world of card design. But! You'll note, dear reader, that I'm not selling my card designs. I'm not an employee of the longest-running trading card games to ever exist. I like the characters, I like the game, and with my own free time I've designed cards I think match the vibes and actions of my favorite moments of media.
Sound off if I'm totally off-base. I'm just sick of the constant push of Universes Beyond in the game that offers so much storytelling value on its own. If the glassy-eyed executives of Hasbro don't care enough to tell their employees to change course, that's too bad. But in the face of so much thoughtless consumerism and lazy mass-marketing, I think it's the responsibility of the consumer to take a stand against product they don't like.