It depends on where I am using the word whether I spell it with a "k" or not. In open forums like this, I tend to use the "k" more so to distinguish between spellwork and stage magic/illusion (because I have seen people accuse witches of thinking that these stage type "tricks" are what we are referring to when we say magic.)
However, in Pagan/Wiccan forums, well, they tend to know what I'm talking about so the distinction isn't really necessary. I'm a first degree Priestess currently training for my second degree, so I wouldn't say I'm "fluffy" - nor would any of my mentors or my High Priestess.
I actually think I picked up the spelling with the "k" from Gypsy Ravish, High Priestess of the Salem, MA chapter of The Temple of Nine Wells - and she is a respected elder in the Salem Wiccan community. (She's also a singer/songwriter - some may be familiar with her CD "Enchantress", on which there is a song entitled "Magick".)
Yes, you will see a lot of people using the terms "fluffy" or "fluffy bunnies" about those who wear Wicca and/or witchcraft as a fashion statement.
Those that have maybe read one book, start wearing all black, get a bunch of piercings and/or tats, etc. and claim to be witches or Wiccans - I tend to call them "McWiccan" or "McWitch" - those that make it very obvious that they've just done the "drive through" version of learning about Wicca or witchcraft and then go yapping all over the place about it as if they are experts. I try not to be so judgemental - but over the years I have grown quite frustrated with such - because these are the types that are usually pretty vocal, and the general public can be led to believe that they are speaking for all Wiccans and witches...usually they tend to do us more harm than good, IMHO.
But simply because someone does or doesn't spell magic with a "k" when referring to the magic of the Craft - I don't automatically assume that person is "fluffy"...there's got to be more than that as far as signs of "fluffiness" for me. ;)