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OK, so you've got an example that is all but a straight line from Visicalc. If that's still the dominant example after all these decades, it does not sound like a market that has been successfully disrupted, right? And indeed many have tried and all have failed. It is exactly what the article says, a perennial startup loser (and open source project loser too).

Yes, spreadsheets are the obvious case of "programming for non-programmers" having succeeded. Are there others? Hypercard? Lotus Notes?

HTML?

Indeed.