Companions DEFINITELY got stronger and stronger. However, escalation wasn't just one-sided -- it was across the board. Minions got stronger as well, and there have definitely been times in the game's history where Shadow was more dominant than Free Peoples.
I mean, think about it -- back in the day, a 9-strength minion had a better-than-decent chance of winning a skirmish. Then people like Durin and
Cirdan started runnin' around, and 9-strength minions became laughable unless they came in large quantities.
Rubbercarp actually pointed out an excellent example of this to me recently. Take the
Uruk Guard from Fellowship and compare it to the
Uruk-hai Guard from
Black Rider.
Exact same home site.
Exact same game text (well, not word-for-word, but same effect).
Exact same
cost (that part is important).
However, the newer minion has 2 more strength. Just... 2 more strength. For free. It's like he has a built-in weapon.
And we're not talking about a strength-3 vs. a strength-5, or something; yes, that's a 2-strength difference, but it's no big deal. Going from 9 to 11 could very well make the difference between winning and losing against a reasonably
well-equipped companion.
Honestly, the main reason for escalation is likely just from a business standpoint. If the newer cards are stronger, you can't just keep playing the older cards, or else you're putting yourself at a disadvantage. Yes, it sucks for the players, but we have to remember that Decipher was a company, and that means that its #1 goal is making money (unfortunate though that may be). After all, if they're not making money, then they stop producing games, and then we're all kinda screwed.
Sure, they could have avoided escalation and just made
different companions instead of definitively
stronger ones, but then a lot of people would just keep using the older ones, even if some people used the new ones.
On top of that, there's the fact that a lot of the companions from Fellowship block were retardedly good, probably because the game was new and the designers just didn't realize what impact those companions would have on the game. Has there ever been a Legolas as good as
Greenleaf? Some might argue that
Dauntless Hunter had a bigger impact on the game in a certain time period, but he was very one-dimensional and only usable in a single style of deck.
Greenleaf is one of the greatest splash companions of all time.
And
Sam, Son of Hamfast -- there's a reason he was on the X list, and there's a reason corruption decks were almost completely inviable in the early days. I remember that the number of decks I could build when I first started playing was directly proportionate to the number of
Sam SoH I had. If I had 8 Sams, I could make 8 decks. He ALWAYS got a card slot in ANY deck most people made. Can you think of any Sam since then that can make such a claim?
So the thing is, they started out with stupidly powerful companions to begin with. With that in mind, they could either A) just make weaker companions, in which case no one would care about collecting them because of their clear inferiority, or B) make stronger companions. They went with option B for the most part, and "stronger" could have meant either "better special abilities" or "higher strength." Throughout the years, it seems as though they leaned towards higher strength (or abilities that resulted in higher strength, like the aforementioned Durin and
Cirdan).
But, I don't know. Maybe shadow escalation happened first. It's hard to say. Whatever the case, if one side got stronger, the other had to get stronger to match it. And they could never really go BACKWARDS in the strength department, because, once again, no one would buy new cards if they were decidedly inferior to the old.