They're generally written "[Cost]: [Effect]." Some keywords are activated abilities and may have colons in their reminder text
You put scry 3 on a Doom Blade and you have something massively over powered
Similarly, its important to keep yourself protected while jumping into the fray: Magus of the Moat will likely lock most opponents out of combat, and Ghostly Prison will disincentivize attacks in your direction
Its also one of the more mentally taxing mechanics for paper tournament play, since a revealed Companion puts the onus on both players to regularly verify that the condition is not violated (something that seems likely to become an accidental issue post-sideboarding in draft)
Often, Talrand decks win off some combo, like creating infinite loops of casting the same few spells over and over again until you win the game through either an overwhelming board state or by locking your opponents out of the game
The stickers withstand shuffling, though they have more friction than the Magic card surfaces