IIRC, "luring" someone who is already in the wilderness is not against the rules. If that is true, it makes sense since outmaneuvering your opponent is part of the PVP experience. However, before anyone can turn that statement around on me, a person already in the wilderness went their willingly, but someone who was lured into the wilderness or other dangerous combat zones did not, and did so under false pretenses. A violation of trust.
Scamming is not limited to trades. It is defined as using deception to deprive someone of money or possessions. If I'm not mistaken, most, if not all, lures involve gaining the trust of another user, which is then manipulated into depriving said user of money or possessions. Most, if not all, lures involve something in return for heading into dangerous combat zones. "Hey, follow me, I found a way to double your money." How does luring not promise any form compensation? Shouldn't it be classified as a scam if they didn't receive whatever they were promised?