Luring can be avoided but most players by having some common sense. And i'm not talking about just staying out of the wilderness If you suspect something is strange about someone chopping logs near edge of wildy then take only the item your selling. Now, if you do get lured and killed, (and if your not skulled) then you'll keep that one item. If its a four piece armour set, then use protect item and you'll still come out with your valuables. I am totally against luring. Its like internet spam, legal, but frowned upon by most.