Idea is simple - somehow give all cards with U3 upgrades, but only for ranked PvP.
This will definetely lead us to bigger activity in PvP and also game will become more attractive for player from other RTS games, where in PvP matches you usually have access to every unit from the start. These new people will help us to keep game and community alive.
I know at least one SC2 player with good youtube audience who had an idea to play in BF PvP until he realized that even for PvP he should collect and upgrade so many cards... If he would start to play we could have more players from his youtube channel, and also it will be easier for newcommers from other RTS enjoy Battleforge and many other cases like this.
For unranked PvP, cPvE and rPvE you will still have to collect cards and enjoy collection.