There's different kinds of luring nowadays, for example the way that I lured was with a team in multi, bringing overconfident pkers from single to multi. Another popular lure that I performed was when Protect Item chose the higher alch price item, luring rune + ags/claws to level 8-10 wilderness to fight my friend who was risking a Blessed Spirit Shield. Before my friend died he would toss a teleblock, and after they picked up the BSS I would brid them until they died, resulting in AGS/Claws PK's.
Is it luring? yes.
Would either method be considered scamming? I would think not
The Jojo3000 lure that kids do these days is successful because it picks at a person's greed for money. Simply put, if you don't want to get lured, then don't step into the wilderness. More complicated lures like Red Portal luring/Deadly CLW are also based off a person's greed (As it's usually a reverse lure, lurers luring an aspiring lurer that they recruited)
Sythe members who lure other Sythe members and used these forums as an intermediary get banned. Wolfdog got lured not too long ago by another Sythe member, and that Sythe user was subsequently banned.