They are kind of like the interior decorators, who come in and figure out how to make the house as nice as possible. They balance the set for tournament play, and make sure it plays well before release
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Say you want access to Lurrus of the Dream-Den, Yoshimaru, Ever Faithful, and Miara, Thorn of the Glade, you can meet all the requirements for Lurrus, and partner the dog and the scout, but just because it can be done doesn't mean it should be
This is huge as in some sets, like Ikoria where cycling was a solid archetype, let you play as low as 12 lands and keep mulligans to a minimum