I think Travis said it perfectly.
I would just add that this site has always, to me, been about learning and sharing. There are a lot of "real" custom lure makers here ( Travis mentioned Vodkaman, Nathan is another, there are lots more), but they are all open and sharing of their knowledge.
When I first came here, I knew almost nothing about making crankbaits, but the members were generous with what they knew, and shared with me, and everyone else here.
Thanks to everyone here, I now know how to build lures that work' and enjoy doing it. I want others to have a chance to get the same enjoyment. To that end, when I build a lure that I think will add to the group, I post it in the Hard Baits Gallery, along with schematics and explanations, like how to make a crankbait erratic (hunt) by adding moving ballast above the centerline of the bait, or how to achieve a wobbling fall in a spybait by raising part of the ballast above the lure's centerline, and giving it a flat bottom.
It's not like any of us is going to get rich building crankbaits. But we can all still get the thrill and satisfaction of catching fish on something we made.
There are lure building tricks and secrets, sure, but, to me, they really aren't worth much unless they're shared, and that's what makes this site so great.