I think runes should be like masteries

In the sense that everyone has them and organizes them based on who they're playing.

It takes a shit ton of IP to get decent runes, even with the changes. Combined with the fact that it takes a shit ton of IP to get champions, it's just a really long process to even get one full page of greater runes. At that point, it's a battle for who has the most IP, not an actual strategic decision like masteries.