To be exact they look like the Boromar Clan a halfling crime syndicate. Daask a crime group from Droaam who act on instructions from it's leaders and whose membership consists of monsters like Gnolls and Ogres, and are led by an Oni. The last group are clearly Inspired the primary agents of the...
Cause they want incentives for you to buy their books. Giving away most everything is nice, but it's still a good idea to hold some cards to attract people into buying your book.