I think it's better to call the users of such high-level DSLs, accidental programmers. It's not like they are not programmers, its just that they don't see software development as their vocation or profession. Yes, it's important to have languages that target them (e.g. Excel, Latex, SQL). Design of such DSLs is important and hard work. We need more professional activity making DSLs usable, consistent, and extensible.