It's a cheesy marketing tactic to refer to anything as magical. Apple started this trend. There's nothing magical going on. Clever maybe but certainly not magic.
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.