Comment by prvc

In that case, let them say "je ne sais quoi", which has a different meaning than "magical". Don't discount the effect of priming (how many times has Apple used "magic" in their product names or ad copy?). If they're trying to make a reference to the hoary old nerd quip, "Any sufficiently advanced technology is indistinguishable from magic", then I'd counter that it doesn't reach that threshold for me.