The way I see it we're trying to rebrand because the term "prompt engineering" got redefined to mean "typing prompts full of stupid hacks about things like tipping and dead grandmas into a chatbot".
If that's what it takes to make good results, then it's respectable work even if the details are stupid.
It helps that the rebrand may lead some people to believe that there are actually new and better inputs into the system rather than just more elaborate sandcastles built in someone else's sandbox.