I'm not sure if it's a non-starter. As a total code newb, I would find it very enticing to have to learn fewer things--like just their front end--rather than server-side too. If they are truly awesome, I'd probably be willing to pay through the nose to have that simplicity. If they can effectively reduce complexity so that all you really need to learn is JavaScript, it's going to make it easier for non-software engineers to build services. Of course most of the market isn't new to programming, but flattening the learning curve of would-be programmers is a pretty important comparative advantage.