What do you enjoy about URF mode?

I'm honestly curious, because I can't get any enjoyment out of it at all. Anything that I enjoy about League as a whole (the macro play, the vision control, etc.) just doesn't exist in URF. Every time URF comes to live I play it once or twice and I just don't understand where the appeal is. Losing hard, stomping hard, doesn't matter. It's all just 'meh' to me.
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