That's my point. Things like ISBN, RFC, etc. are
magic words. Things like
__NOTOC__ and {{PAGENAME}} are no more magic than [[Link]], and so shouldn't
be described as such.
The thing that makes them magic words is that they are *words* (or, at
least, acronyms). "[[" is just punctuation. Even though they require
particular punctuation to work, they are still words that have some
extra purpose beyond just being text - we call that "magic".