KJV Luk 18:18 And a certain ruler asked him, saying, Good Master, what shall I do to inherit eternal life?
Luk 18:19 And Jesus said unto him, Why callest thou me good? none is good, save one, that is, God.
18, 19 Jesus was saying, Why do you call me good? You don't see me as the Son of God. The ruler was just looking at Jesus as just another prophet, teacher sent by God, not the Son of God. So in a sense, the ruler was giving Jesus "lip service", that is, the way he approached Jesus.
In a sense, the ruler was giving Jesus a loaded question. In the ruler's own mind, he already knew that he kept to the letter of the law and didn't lack anything, so Jesus will just pat me on the back and say well done good and faithful servant.
The ruler's approach and conviction was more carnally minded than spiritually minded.
There's more to it, just keeping it short.