most of us know instinctively that, in many adult contexts, the word’s connotations are at best ambivalent and at worst outright negative
That's not an accident.
The goal is specifically to stifle and ultimately destroy imagination - to render an individual fit for nothing more than being slotted into an established system.
And the more abusive and broadly destructive the system is - the more it's been warped by a few to their own benefit at the expense of everyone else - the more ruthlessly must imagination be stamped out.
(And conveniently enough, those who manage the system generally don't have to do much of anything to see to it that imagination is crushed. The earlier products of the system, embittered by their own loss, are generally eager to tear the next generation down to their level on their own.)