Of course it is Ares' intellectual property, so ultimately if they say "cease and desist" then that is the right thing to do. But as a practical matter, for this kind of game, I think almost anything that is posted online can only help, rather than hurt, sales. At worst maybe they lose out on selling a few $5 packs of cards, at some unknown point in the future when they are available for purchase. But its more likely that it gets a few people incrementally more excited about the game (since it offers a few more play options as well as more friendly, open-platform feel), and Ares ends up selling more product and right away.

Ares must understand this at some level, or they wouldn't have posted the PDF...