People wanting magic to be real is the hook.
My guess is that the whole thing is made to work on a single word, either to promote it, hide it or change its meaning over time.
It has autonomous defenses (the creator(s) could claim it as a joke or misunderstanding), it has propagating parallell beliefs (the "typing" tulpa as an analog for muscular memory), etc. You acted to defend it using one of its autonomous mechanisms, unwillingly perhaps (it preys on the inability of some to perceive its parts as distinct pieces, you only saw the new age stuff outside).
It seems highly engineered, but not sophisticated enough to be completely invisible.
