Why isn't URF fun anymore?

I feel it's because of damage creep. It's a game mode where first guy to get his spells off wins instantly. There's not much point in having 80% cdr when it only takes one set of spells to 100-0 the enemy. Before, you got to get off at least a couple rounds of spells, but not anymore. I'm really surprised given how big a fan I am (or was) of the game mode that I'm actually switching back to normal modes.