Riot said at one point that they want to do more of the in game lore, like they did with rengar/ kha. Thats not lore though, thats a neat easter egg. It seems that they only do care about money after all. Lore doesnt make them money, so why pay someone do make it for them? If they actually cared about lore they would have done something by now. Im pretty sure I could write up a random piece of lore in an hour if I wanted to, and Im sure a professional could do the same and make it good. Doesnt take a year.