Yes, I'm serious; why should Lords be somehow immune to being killed once they get close enough to the enemy? How is this any different from targeting your opponent's general in other TW games?
Why should things that can be used for this purpose (such as the luminark), especially in a situation where single entity units are already extremely powerful, be discouraged?
The reason I'm asking is that I think that the calls for nerfing anything on the basis that is can be used for 'lord sniping' simply seek to skew the balance in favour of the melee and melee focused factions that heavily use such heroes/single entity units. This is especially problematic in a Total War as it somehow seeks to protect an important target from retaliation which isn't on their terms (as if they are somehow entitled to decide the battle only on their terms; in the melee).