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Quick questions

Who decides what art goes in the grayed out area?

I'm curious as the "marquee" cards used to be in preview/review areas for the sets. (Benthic Explorers! Win.)

Are they Spectrum winners? Prettiest? Straw poll in the creative department over cookies? Parking lot Thunderdome?
For the most part, they appear to be the set's most powerful and iconic cards. There are a few others that I have no idea about (Rotting Legion?).
Hoard of Notions: Cards and general design musings from yours truly.
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