Mark of Chaos, in the case of the Lord, grants only him an ability. Units like Warriors, Knights, Chariots, marauders, etc., can take the Keyword for a specific god. If they were to take Keyword Khorne, then they would get all of the buffs from any Khorne heroes they're in range of, as if they were Khorne Bloodbound. If the Lord were to take Keyword Khorne, then he gets a personal ability, plus he also gets all of the buffs from Khorne heroes.
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