I love lyrics. I don't need them to be clever, just natural. The less self-conscious the better.
Dylan's the master, obviously (IME). I can listen to songs like Highlands and Tempest, which are just 10+ minutes of story over a simple track, without getting bored.
Predictable coming from me, but I think Knopfler is one of the most overlooked lyricists of the last few decades. His stuff is perfection.
And Warren Zevon. He wins with this couplet:
'And if California slides into the ocean /
Like the mystics and statistics say it will /
I predict this motel will be standing until I pay my bill'
Genius.
Having said that, I love Rush and Yes, but their lyrics suck. Based on the words alone, I wouldn't have gone near 'em.