It's just... why? These people aren't going to be doing any programming daily. Why don't you take all that money, and all that time and let each non-programmer go to a deep dive conference of their choice for whatever their discipline is. Seems like a much better use of resources.
These people may not be doing much programming daily, granted. But programming is just the means, not the end: the end is to work with information. And everyone in an office setting works with information. Becoming even a little more efficient with large amounts of information is a great benefit, and only requires a tiny bit of programming aptitude.
You can think of it like learning to touch-type: invaluable even if you only do typing tangentially to your real job.