It sounds as if it's in the same vein that gave us "strange" and "charm" and "color" (in the strong force sense). There was a whimsical time in particle naming. I'd say it ended when they rejected "truth" and "beauty" in favor of "top" and "bottom".

We can do better than "magic".

They are not "promoting" the term magic. It is a well-known and commonly used term in quantum computing research. It is also pretty well understood as a concept (mathematically), even if it's not always easy to recognize in nature or easy to know when it needs to be used in algorithms.