I'm not sure what you're getting it. I think GP meant "romanticize," i.e., "deal with or describe in an idealized or unrealistic fashion; make (something) seem better or more appealing than it really is."

(Though in this case the intended meaning is probably a little closer to "build mystique surrounding.")

I agree with your point about naming a product to cover the whole field. It does seem off-putting--although I think examples of it are pretty rare. (In fact, I can't think of any off hand...) In this case, "Mathematica" is far enough from anyone's ordinary English usage that it doesn't fall into that category for me. I don't believe I've ever heard anyone say the word "Mathematica" to refer to anything other than the product. It would be a different story, of course, if it were just called "Math."