NT? (edit: you mean non-technical? I'm definitely not non-technical - I work as a systems engineer by trade.)
And, yes, you don't need to use Chef or Puppet to solve the software deployment problem. You use it to ensure system state, so you know you can throw software on top of it without any problems. (this can go on into a debate about golden images vs. configuration management, but I think this is a different discussion.)
That's probably true as well, though... I've been in shops without Chef or Puppet, and it's really not a big deal for me, either. The thing that stood out was the justification for not choosing Chef or Puppet, not really the fact that they weren't using it.