I truly like the precedent set by to two types of packs they have revealed thus far and hope for more of the latter (High Seas) in the future.
I would like to see small fleshed out factions suitable for dropping into an adventure that is escalating too quickly or quickly inserting into one that is completely derailed. For example:
Hoskin's Caravan PoD Pack
Haus Hoskins, Human Textiles Merchant
Orgg Bonepicker, Ogre Bodyguard
Elaine Hoskins, Human Seamstress
Loyal Mule (Mount stats)
Jacque Silt, Halfling Driver
Gendry Anders, Human Tradesman
Yurich Topps, Human Roadwarden
Trade Goods - Textiles
Mysterious Bundle (ambiguously named plot hook item)
Easy, Girl // Yah, Mule!
It's All in the Presentation
Don't Eat the Mule // Mule Stew
Stitch by Stitch
Fantastic Tale // Scary Story
Trade in the Empire (A couple flavorful paragraphs about cloth trade in the empire with a small trade route map on the back)
Hoskins' Story (A tidbit on what secrets Hoskin's is hiding that might lead to an investigation or adventure)
Jacque's Story (An alternative or additional tidbit that might lead to an investigation, adventure, or conflict with other stories)
Yurich's Story (An alternative or additional tidbit that might lead to an investigation, adventure, or conflict with other stories)
Even without the text on the cards themselves, the names provide all of the members of a merchant caravan, a contact at their destination, and an adversary to the caravan. From the names of cards provided, the GM can begin to imagine that the merchant himself is a practiced smuggler, or perhaps an unwitting pawn to the halfling's double agenda, or even has been falsely accused/set up. A few more specific action cards would help better define the "faction" even without paragraphs of text from a source book. Also, a few more action cards of a more PC-nature towards legitimate trade or underworld dealings would help flesh out the desirability of the packet. The story cards each would provide 1-2 plot hooks that represent the specific goals of the named NPCs while the NPC cards themselves have stats, skills, and a few distinguishing traits.
With just the cads listed, one could flesh out an encounter on the road, on an urban street, or from a merchant house or inn if Hoskins needs more muscle for a trip. It is broad enough as a whole to be resolved socially or militantly or by investigation, and the "story" cards allow for more concrete plot developments. Depending on the players' and PC's natures, they are likely to side with one member or another.
I'm not sure what would make a golden ratio, but
~10 Characters/Creatures with Portrait/Stats
~4 of which have agendas/secrets (Stories)
~2 Map/Fluff Blurb
~14 Action Cards (at least 1/3 designed to be usable by players)
~3 Item Cards
~2 Special Cards (trackers, unique circumstances, experimental mechanics, general tools, tokens, etc.)