Guild alliances at least make sense. I don't like soulbound cards - it is like buying a car that is bound to your house, to sell it, you lose the house. If I had known things were going to be soulbound, I wouldn't have bound them to my house, I would have bound them to an empty, useless block of land with low value.
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Current reward cards will stay liquid, but future editions will be soulbound. So anything you've bought, you'll be able to sell; some of the things you earn going forward (reward cards) will stay on the account, to help it win more of the other, liquid rewards.
I don't see soulbound as owned assets, as I am unable to move them as I choose. This is fine, but it is not very great as an investment for me, as they are forever trapped, since I will never sell my Hive account, nor let anyone play it.
You won't be able to buy them, so I guess you're investing your time; but that's it.