Most people are attracted to lucid dreaming because dream awareness in the dream state allows one to control and direct the dream experience to anything imaginable.
You could decide to fly, make certain people appear or disappear, rehearse situations in prospect of an exciting waking life event. This way lucid dreams become a kind of "holodeck" or "Matrix" that provide endless opportunity to gain experiences that are impossible to gain in everyday life.
However, lucidity is not synonymous to dream control. Meaning that once you turn lucid, it is likely that you are not able to control your dreams naturally. Dream control involves an additional skill set. A lucid dream is simply knowing that you are dreaming while dreaming. Attained dream awareness only enables the lucid dreamer to direct and control dreams deliberately.
Dream generationDreams are partly governed by subconscious neurochemical mechanisms in the brain that generate seemingly random brainwaves (PGO-waves) that stimulate various areas of the frontal cortext. The other part of the dream generation process involves a cortical psychological synthesis of this random brainwave activity. It is this latter part that falls within the grasp of lucid dreamers to control. By changing our dream behavior and upgrading our expectations in dreams, we influence the dream synthesis process and so doing influence the way our dreams unfold.
Dream controlThe subconscious dream generation processes accounts for numerous events and happenings in the lucid dream that are still surprising and unexpected to us while we are lucid dreaming.
Many people believe that lucid dreaming might not be interesting because you create the whole dream experiences deliberately yourself, consciously. Well actually that is not the case: you control half of the story. Which makes it a lot more fun. By influencing half of the story, a lucid dreamer can gradually change a dream to anything conceivable.
Power of expectationBy adopting new expectations in a lucid dream, you can deliberately influence the creation of the dreamscape. If you expect that there is money in your dream pocket, there will be. If you expect that you will meet Superman around the corner, you will. If you expect that you are able to fly, you can. Free your mind.
Controlling your dreams is therefore a matter of controlling your expectations. Which is harder to do than it actually sounds. Fundamentally the dream is only a reflection of your own mindset.