That being said, I come from a software background (As many here at HN do), and I recently found "Integromat" and have completely switched over all my Zapier automations to them. Their price point is much cheaper (Zapier was beginning to charge a few hundred a month for me - and now I'm down to $29/mo with Integromat which could be $9/mo if I wasn't impatient and wanted 1 minute intervals) - but the kicker for me was their UI and just the "programming" mindset that came along with it - I can do many more complex operations.
Just a happy customer - and hoping they have more success to continue improving their product.
Zapier is definitely a better fit for non-tech people, and more simple tasks though.