"Any sufficiently advanced technology is indistinguishable from magic." - Arthur C. Clarke Of course it's not "magic", obviously. But it impressive technology,

"Any sufficiently advanced technology is indistinguishable from magic." - Arthur C. Clarke Of course it's not "magic", obviously. But it impressive technology, and it does delight users. It's taking something that was difficult, time-consuming, and complicated and making it painless. Yes, it's marketing. The point is to get people's attention and sell the product... or at least get them interested enough to read a white-paper for more details. Marketing departments have committed much more egregious sins over the years. The use of "magical" as an adjective isn't even on the radar.