In an Allies deck, getting a whole raft of EtBs is also very, very good
Expensive, big-mana cards, ramp payoffs, or cards that care about having many lands in play are very interesting here
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I want my opponent to assemble a sick engine that draws 10 cards a turn, so I can try to sneak out a win at the last possible minute
As a general purpose card you should avoid this but now and again it is just the ticket
The problem I think most people see with it these days is mainly that it can be difficult to exile away a player's entire graveyard and get this to flip