Luring is fun, not because of the loots, it's more of a test.
If you're into Social Engineering or want to get better at it, luring is the way to go. Every person is a challenge, there's not a set script, there might be a overall idea you're working with, but it's never straight-froward and you have to think fast.
While most people want money, and these are easiest lures as their greed does most the work for you, there are other times when you have to resort to a different overall idea, and that's when it gets really interesting.
Used to lure with my friend before wildy closed, it's where I made my biggest progress in RS, took me across that slump of poor. Got into it for the money, but after a while me and my friend became obsessed with it lol, we could make people hand over there tele's, take off their armour so they were easier to kill, never forget one time I was the killer and my friend was talking, the guy came in, I froze him, dds specs all hit 0's and barraged splashed twice and he ran out, I ran back and my friend got him to enter again, I splashed, friend got him to enter again, this happened 4 times till I managed to catch a fucking freeze, then we killed him.
All about manipulation.