I think a large portion of its widespread popularity is how common it is in entertaining fiction. If someone wants to write a crazy fiction story far outside of normal conventions of possibility, they essentially have three options: Apply sci-fi, apply divine intervention, or apply some stylization of magic. I don't see this as wrong, or something that will go away, but I do think people should have the sense to recognize fiction as just that: fictional.

There are advanced sciences not commonly found in human understanding. To us, they might seem like magic, but it is instead working within the natural laws with greater mastery. Spells, rituals, incantations, and a litany of other practices do not fit within that field, either.