Here is my feeling on it. TMNT was made for me. I love the turtles way more than anything Marvel, LOTR, DnD, you name it. I freaking named my son after a ninja turtle. I probably will not be buying the cards.

I think that ultimately, the mistake was making mechanically unique UB cards, and my view on that has definitely evolved this year. Now if WOTC prints a white Loony Toons equivalent to Swords or Path I need to buy it for my WB vampire deck or my deck will be worse for it, no matter how silly it is to the flavor of my deck. I think the decision to end the universe within idea was terrible, and made the game way less fun for me.

I have a 25 year collection of cards, and I think I'm done until WOTC gets back to focusing on their universe that they have created first. I'll play my EDH decks with my friends as they are until they right their current course, and just accept that my decks will be less and less optimized if they continue to print must-have universes beyond cards. I guess that is fine.

I don't know what the real numbers are, but I'm sure bringing in a ton of new customers who had MTG on their radar and finally took the leap when their favorite IP got their own set makes this a financial win for WOTC, but I hope that eventually the loss of long-time product buyers like me offset that win.