In a format as fast and diverse as Modern, a solid set of fetch lands is almost non-negotiable for any multi-color deck
Sure, it also has the break of once per turn end step, but you can gain life every opposing turn with things like permanents, Congregates, or blocking with lifelink dorks
In another league I played while testing Golgari, I faced an opponent who used Prank quite effectively as a Beseech the Mirror target, which I suspect will be Pranks long term home
Locations can be discarded by challenging from the other player as well, but also if it remains out, you potentially can gain from it at the beginning of your turns
Assuming he is played on turn two, he will create a steady supply of Food tokens as other small, cheap creatures enter the battlefield after him