Yeah, they need to use the soulbound reward card idea in a way that gives a use case to SPS/Vouchers/DEC so the bots are unable to farm them like crazy while real players still somehow can get them as regular cards. Just making them soulbound without anything more would be pretty bad and crash the market even more.
Land should act as a major supply shock and I guess it will mostly push up the prices of the cheapest cards.
It remains a constant conflict between dev earnings and player rewards. It's quite clear if players do really well on their asset values that the devs have all the tools to make sure that this value flows to them. This is exactly what they did with the Overprinting / SPS / Massive Pack Discounts / Runis / Promo Cards / Soulbound Reward Cards / Likely high requirements to produce items & spells on land... which combined with the bear market got everyone double wrecked. They also overhired like crazy and even after the layoffs likely still have way too many overhead costs.