They were very specific on making them 'BUILDER keywords', ie. they only affect list building and have no gameplay effects or rules. After all what keywords a card has are not printed anywhere on the cards.
The whole 2.0 philosophy is that you use the app/pdfs to handle points, slots, builder keywords and other restrictions for list building (all of which can be changed for balance reasons), but then in play you just need the cards and the text on them, plus referring back to the rules reference as needed to answer questions.