…unless they’re aiming at a larger market.
A LOT of people don’t buy LGCs for the perception of buying into a money pit and the mindboggling level of variation that deckbuilding brings. If KeyForge can encourage more people to buy with this “hey, it’s not really an LCG, just buy a pack and have fun”, that could be the big ticket. Having a large casual audience is a lot more lucrative than a small niche that obsessively buys everything. Especially since this self contained deck model doesn’t really lend itself to multiple cycles (how will that even work?! Even more factions?), so they’ll likely want to get as much success as they can from this first cycle.
The game rules certainly seem to be bringing down the barrier to entry, but still the “buy a core set, than a few decks” model is probably too close to the LCG/CCG model to make casual boardgamers feel comfortable. It’ll be interesting to see how the core set is marketed. Will they try to sell it more as a standalone game without too much mention of all those decks? The box art design certainly seems more in line with the boardgame market than the CCG market.