I think the opposite. It's super simple to understand as a beginner and is a low barrier to entry. The key is likely aligning when to introduce someone to a more structured language with when the are hitting the limits of GOTO - like just have finished writing an awkward large program that could be significantly simpler, spent hours debugging a problem caused by lack of scoped variables, or are trying to modify something they wrote a few months ago that has dozens of GOTOs. These are the things where ideally the light goes on and people "get it".
On the last point, I think that is really what makes people great. Go back and try to work on code you haven't looked at it even thought about in 6+ months. If you've only been coding a couple years, you'll gain a ton of insights into what (not) to do to write maintainable software, in the same way students learn why we don't use GOTO.