Every little thing it does is magic, because…

It reduces decision friction.

Or, as Why We Buy says:

[because] eliminates our brain’s natural tendency to overthink a decision.

Instead, it signals the mental heavy lifting has already been done, so the brain shortcuts to accepting what comes after as a valid reason. And we’re more likely to comply when something’s justified.

A classic example:

A woman with curly hair is featured alongside the text “BECAU5E YOU’RE WORTH IT,” celebrating 50 years of a women’s campaign. “Because” is underlined in red with an arrow pointing to the added text “Automatically justifies the purchase”