Because it allows you to generate immense amounts of mana and devastate your opponents

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It's like a double Duress but random, so it can hit anything, including lands
There will be boxes that you will have to uncheck certain boxes
Ugin's Binding is a little more situational than the Rift, given that you can only use the mass-bouncing ability if Ugins Binding is in your graveyard
Notably, Charizard ex SSR, Meowscarada ex SSR, Skeledirge ex SSR, and Quaquaval ex SSR have been unveiled as shiny ex cards