Crossword Genius

Plastic worm, e.g (4)

Ross

I believe the answer is:

lure

(Other definitions for lure that I've seen before include "Temptation" , "It's used to attract fish" , "Tempt with bait" , "Type of bait" , "Enticement" .)

I've seen this clue in the LA Times and The Washington Post.
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