You read the article?
You buy the game get a random pack, then you can buy booster packs n such if you want, they're planning on having in other methods of acquiring cards like winning them from other players (optional).
Which does make me much less of a fan. I'm the kind of guy who likes to buy the game, and that's it. Not so keen on DLC. Especially micro-transactions.
I read an article on joystiq and it wasn't clear if you had to buy the cards or not. The RPS one was much more thorough and disheartening. As an ex-magic player, I hate collectible card games. Trying to build a tournament deck is ridiculously expensive and can run several hundred dollars and then once those cards are no longer allowed in tournaments their value drops significantly and you need to get even more cards to compete.