Yep, because I just despise the thought of metal on metal without some type of lubricant, even if those metals are carbide and brass. Hornady One Shot is great for this - dries and leaves no residue, but it makes the press run significantly and noticeably smoother.
If I were running 100 rounds, I might not, but since I rarely sit down and load just 100 rounds, I want my press to operate as smooth and with as little chance for error as possible. Lube is cheap, no need to wipe it off, and it makes reloading more enjoyable for me personally.