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The phrase "lure of" is correct and commonly used in written English.
It is typically used to describe something that is attractive or tempting, drawing someone in. Example: The lure of the big city was too strong for Sarah to resist, so she decided to leave her small town and move to New York.
Exact(60)
And the lure of its fragrance.
The lure of MasterChef?
Ah, the lure of the prepared impromptu.
The lure of further migration is strong.
The lure of free publicity is enormous.
Third, the lure of "localism".
The lure of texting is self-evident.
And the lure of profits is great.
It isn't just the lure of celebrity.
The lure of food was enough.
Ah, the lure of the couch!
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com