no, they are not smart, but they are keen survivalist.
They don't know what's a lure and what isn't. What they do know is that certain things hurt when they bite and certain things don't. After a few "hurts" they become keenly aware of what does and doesnt go in their mouth. They begin to single out vibrations and sounds, and associate those individual unique traits with food or danger. Much like Pavlov's dog. Thats why a lure presented one way wont get a single hit, but present it a slightly different way (different look and different retrieve/vibration) will trick a bass into biting.
Again, they dont "think" down a cognitive path that leads them to determine that something is a lure. What they know is that what they are looking at and feeling through vibrations caused them some amount of pain at one time and so they stay away from it. When you change the sound, look, texture, vibration of a lure, it changes what they consider harmful or not. Thats why eveybody is looking for the next big thing, the next lure that hasnt been identified yet, the lure that nobody else is using, because there is the chance that it will be new for the bass and the bass wont show caution when it is presented to them.