>Ask a non-programmer who needs to use a product and ask him whether he wants to program.

I don't see how this is relevant because they would have no clue what they are answering. Besides that, there is this mindset among non-computer professionals that the machine is extremely complex and impossible to control.

If I showed someone who has never seen a pizza be made, and said, "Do you think you could make one of these" they would probably say no too.

There are two definitions of programming here. One (yours) is writing well designed code to run as a program. In the pizza scenario, this would probably entail getting the dough ready, shaping it, prepareing the toppings, adding them to the pie in the correct order with the correct amounts and then baking it. If we're talking Unix programming you'd probably have to grow the vegetables and wheat yourself, but this is quickly turning into a programming joke older than the hills.

My proposed programming style would be click on the pizza in the freezer, dropping it on the oven, and hit the start button :-)

Maybe my pizza doesn't smell as good, but it works, plus, it can always be tweaked. Then again, my pizza is nearly fail proof. There is only one step you can mess up, not 20. Its done quickly and inexpensivly, and best of all, you are empowering the user.