I think the Universes-Within team is going mask-off because the executioner's axe is hanging over them.
These sets are doing abysmally, with the exception of Bloomburrow. It looks like total shit, and the most Magic-feeling set to release in years isn't even from the Magic IP. It's not like input costs have gone down any over the last few years, and if I was looking for the segment of my company to lay off - it'd be these people.
Like I said a while back, the UB team is knocking it out of the park. This is where all the talent at the company went. Great designs, interesting build-arounds that aren't obnoxiously overpowering, and fun limited formats. FF learned from the mistakes of LOTR big-time, and when you compare it to the shitstorm that was "two-decks-mcgee" of Tarkir, it's night and day.
I'll be completely skipping EoE. Wild that they STILL insist on pushing vehicles, a mechanic that has NEVER WORKED, because some retard on that team likes trains. Oh, goodie, legendary vehicles can be your commander now! I don't even give a shit about Avatar, but I know it's going to be a monumentally better set than EoE or any of their in-universe trash.