Marketing 101: Create a "their" team and a "your" team.
Basically, by labeling supporter as part of a special group, you make them feel special, and more loyal (even if it is subconscious). Like it or not, if you own a Skulkor product, you are automatically a part of the brotherhood.
I'll admit I did the same thing back in the day, by calling you guys "Aetherians." It worked really, really, well.
I don't remember where I learned the technique, but pay attention to marketing tactics and you'll notice it VERY often, even outside of cards.