The reason people might keep found items is because they're attracted to their value. When someone finds something valuable, like a high-end phone or a designer wallet, they might think about how much it's worth. It can feel like a lucky find. Some might justify keeping it by thinking it's just luck or "finders keepers," without thinking about the ethical issue.

One key reason could be that some people don't really understand what happens when they don't return lost items. They might not think about the effect on the person who lost it, or the legal and moral issues involved. There seems to be a lack of understanding about what's right and wrong in this situation, and they don't see keeping someone else's property as a big issue.