This is the very same narrative that vim users proclaim: "It's totally not complex if you took some years to learn your tools" — while simply not realizing that the whole Make syntax is a pile of clunks and hacks and stopgaps and bandaids that has a super steep learning curve and looks like incomprehensive gibberish to the uninitated eye.
And most of that needlessly so IMHO. It shouldn't be hard to find a better, well designed syntax with sane defaults, stricter rules with typing and linting, less surprises (tabs, I'm looking at you) that's overall much less scary for newcomers — as well as less taxing for "expert casual" users like me. (I still go for my coworkers and Stack Overflow regularly if I have to fix one and I'm a fucking CTO with 10 years of dev experience)
Make's only reason for survival is its ubiquity. No matter which terminal you boot up, it's just there, that's why we use it too, and I hate it every day.
I think none of the alternatives (cmake, Jam, Gradle, Maven, grunt etc. etc.) has really succeeded as a cross-platform, cross-ecosystem solution that's both an approachable, simple and usable version of a DAG execution engine that's usable for lots of situation.
So the situation will probably stay like with vim and the QWERTY keyboard, the status quo pretty bad, but everyone's too used to it to go for something better.