The reason is that the "sure" ending typically has a distinct "shur" sound, while "measure" has a clear "zhur" sound. This difference in pronunciation comes from the different vowel sounds preceding the "sure" ending.
Here's a breakdown:
* "Sure" ending: Usually followed by a short vowel sound (like in "pleasure," "treasure," "pressure") which results in the "shur" sound.
* "Measure" ending: Followed by a long vowel sound (like in "measure," "treasure," "leisure"), resulting in the "zhur" sound.
Therefore, there's no word ending in "sure" that would sound exactly like "measure."