It's a BS marketing term. Don't buy into the BS, there is nothing wrong with the traditional props of magic. I pretty sure that Mr. Messado would bet all of his tip money on that. The commercials might as well say, "Hey, are you completely incapable of putting a routine together? Never fear, Organic Magic is here!! Just borrow random object X from someone, do a quick one off trick and then have the nerve to call yourself a magician!!!"
There is nothing wrong with borrowed item magic, but to say that it is "more natural" and "more magical" than anything else is just trite. I think it is an attitude arrived at by amateurs who spent all their time mastering moves and no time mastering theater. A guy who can do passes, changes, turnovers but can't mystify with a pack of cards isn't a magician, he's merely a mechanic. But he tells himself he's a magician and comes to the erroneous conclusion that "cards aren't magical".
The day that Paul Gertner, Michael Close, and the other top close up workers stop doing card and coin magic is the day I will believe that those props are dead.