I think I figured out why people love URF

URF is a game mode that promotes killing each other. The regular game has devolved so much into a PvE game that there really isn't much fighting anymore. People farm and farm all day long and poke each other, but never really fight non stop. Towers and minions are worth so much gold that people would rather kill them than each other. URF gives people the opportunity to fight each other with no consequence, since you have such high CDR you don't really need items to fight like you would in a regular game of summoner's rift.

We are really losing the heart of this game, people are so focused on not fighting the game just isn't fun anymore. Combine that with the current tank meta and you have a 45 minute snooze fest with whichever team built tankier wins.

Something really needs to change.