Call of Duty , for example, frequently does cross-promotion with brands like Papa Johns and Mountain Dew
If you had a store where 10 people were playing Standard and you release a bunch of Commander product and 6 new people come and start playing Commander, its not surprising that some of the Standard players might make friends with the Commander players and want to play Commander with them, and that can shrink the Standard audience
Kaalia is has been among MTGs best commander decks for a long time because cheating mana costs is almost always broken, so with Kaalia you want the biggest, baddest creatures of the types you can find, like Avacyn, Angel of Hope or Vilis, Broker of Blood
Providing fun and interesting build-arounds that help to keep the clock moving is one thing, but marrying that up with Commanders that allow the true Control players playstyle to shine through is inspired