Back a few years ago, you could buy very cheap microcontrollers, then with a few $ of components make a simple programmer from the PCs parallel port or serial. http://picpgm.picprojects.net/hardware.html for a nice collection of them.
These where great, they cost about £1.50 each iirc, and I really liked them, by the time I went to uni I knew my Microchip PIC MASM by heart.
However people who are just learning about programming electronics don't really want to have to figure out the joys of GPIOA3 being shared with the ADC when trying to attach an LED.
Arduino providing a nice simple formfactor for allowing people to simply plonk them together, no worries about which pins can do what, how much can be driven. All the packages made it quite clear what could play nicely together.
This doesn't change that. Nor does it mention that if your the kind of geek who is thinking of buying say 3 or more of them you'd be much better off with oldschool prototyping board, a vertible smorgasboard of uCs and a simple programmer. There are some great PIC ones that even have the ICD (In Circuit Debugging!) on ebay for next to nothing.