Hasbro announced they intended to double revenue in five years, and apparently did it in half that. So you’re right, they are profiting a lot off of the changes they’ve made. It includes things like selling a $1000 “Magic 30th Anniversary” that has 4 beta booster “packs” that have different backs so aren’t legal in any tournament play but otherwise look like the Black Lotus and Moxes that are absurdly expensive now.