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She added: "I don't want to call it bait and switch, but it's lure them in and close the door; stick the carrot out there and once they take the carrot, the company can close the trapdoor and say 'That's it.
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Along with these siblings' cocktail den, Apothéke, it's luring crowds to sleepy Doyers Street.
It is luring investors with cash through the proposed buy-back of 150m shares for €44 each, a generous price.
It is luring high-powered consultants from big American firms such as EDS and Deloitte, and plans to hire 500 people within three years.
And it is luring executives who want to talk business in seagoing privacy and play world-class golf courses on breaks.
Just as it was luring back travelers with cool new hotels, a flourishing contemporary art scene and semi-endurable pollution levels, Mexico's escalating drug violence became front-page news.
It's what's lured for centuries new arrivals to our shores.
In today's Iraq, it's the lure of oil that could prove impossible to resist.
Apparently it's to lure consumers seeking to buy food items that seem more homemade.
"It's the lure of going down there into the dark," Mr. Anderson said.
It's to lure them online, away from big booksellers and other retailers, and then sell them other stuff.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com