X Spells contain X in their mana costs or effects, letting you choose how much mana to invest when casting them. This makes the same card useful at several stages of a game while giving big-mana decks somewhere productive to dump enormous resources.
Torment of Hailfire turns a large X into repeated painful choices, while Green Sun's Zenith converts X into a creature tutor. Unbound Flourishing can dramatically magnify spells and permanents built around variable costs.