Inspiring the next generation of college students to sign up for freshmen CS classes and shockingly realize that programming is only a small component in the field.
Reason? That's true for the general population, too. This IMO isn't even targeted at people who will go into software engineering or even science degrees. Instead, I think the target audience is anybody who might benefit from occasional scripting, 'down' to for those who will not program at all, but may benefit from knowing a bit more about what programming entails.
If successful, it will allow those people to, for example, write better spreadsheets, for some of them to write the occasional script, and for those ending up as managers to be a bit better at managing the software side of their projects.
Basically, I think this aims at the rest of the world, like logo and smalltalk do/did. Of course, the open question is whether it will succed at that.
All this will do is push down wages.
We don't need more programmers, we need a higher percentage with a strong background in math, and with a thorough understanding of the infrastructure underpinning ever application (operating systems, hardware, networking).
But what we instead get is another post every week of somebody complaining that reversing a binary tree is too hard, and not relevant to our profession.