Not all went well, SGN-33 development was discontinued recently and one of the SGN-40 trials was discontinued (phase IIb in DLBCL). One note is that the former two are unconjugated monoclonal antibodies, while SGN-35 is an antibody-drug conjugate.
Quite so, see this phase I trial - Treatment-naive Hodgkin lymphoma so yes, they want to move to front line: