People want to believe in magic so they will find excuses to do so. Computers have been proving theorems for a long time now but Isabelle/HOL didn't have the marketing budget of OpenAI so people didn't care. Now that Sam Altman is doing the marketing people all of a sudden care about proving theorems.
Isabelle/HOL (a specialized software to do math proofs) doing proofs is not the analogue to LLMs (with the common accepted degeratory description: automated plagiarism machine) being capable of doing proofs. It's not the marketing, it's what the intention and the capability matrix is coming up to. I would be excited the same when Isabelle/HOL writes poetry.
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You are calling something “magic” that actually happened in real life.