"The expense of spirit in a waste of shame" is how William Shakespeare described lust, but he was speaking as a poet, not a pragmatist. True, copulation is not cheap--it always exacts a toll, spiritual or otherwise, from its participants. But "a waste"? Hardly. Sex perpetuates the species, and lust--shameful though some human primates choose to make it--is the overnight express to sex.
For men and women alike the objective of lust is orgasm. It's hard to imagine a more powerful inducement to sexual activity. Indeed, orgasm is the kind of experience that could have been invented by gametes (reproductive cells). Imagine being stuck in somebody's gonads, where your goal in life is to form a union with someone else's gamete. The objective? To produce an organism that makes more gametes. What possible incentive could you offer your host to bring about that union? Try a somatic blitzkrieg of ecstasy, ...