Is diameter of a set a measure?
Observe that the diameter of singletons is $0$ and the diameter of set $\{x,y\}$ is $d(x,y)>0$ if $x\neq y$. So there is no additivity.
It's not even finitely additive. If $X$ and $Y$ are two disjoint closed intervals on the real line then the diameter of their union is not the sum of their diameters.
... not to mention
$\sigma( \text{rational numbers between A and B}) + \sigma( \text {irrational numbers between A and B}) \ne \sigma( \text{ real numbers between A and B})$.
This is pretty much the perfect example of something that absolutely can not be a measure and illustrates why we need a concept of measure.