It's not just marketers. The vast majority of engineers are just fine with this term. The set of people complaining about it are a tiny minority.
I'm the lead engineer on Cloudflare Workers. We didn't originally call it "serverless", but after talking to lots of engineers who said "Oh so it's serverless?" we decided to go with that term. The decision was not made by marketers.
There's nothing "ouch" about it. People understand a term to mean a thing, we are doing that thing, we adopt the same term, now everyone understands what we're doing. Communication is good.
I'm the lead engineer on Cloudflare Workers. We didn't originally call it "serverless", but after talking to lots of engineers who said "Oh so it's serverless?" we decided to go with that term. The decision was not made by marketers.