It's not macro because the best magnification is 1:2. So items that are 1 inch in size, take up 1/2 an inch on the file (sensor).
By definition, macro starts at 1:1 magnification.
Most people get confused because many point and shoots have a "macro" feature, which actually only allows a closer focusing, but not actual true macro magnification.
THe EF-S 60mm f2.8 is a "true" macro lens, with a 1:1 magnification ratio. It is roughly the equivalent of the EF 100 F2.8 macro lens, but for APC-S cameras.
