I respectfully but strongly disagree. There is a chasm between Excel formulas and general-purpose programming languages. Very many (even very sophisticated) spreadsheet users have no interest in crossing it. These are the users I was talking about. They're not programmers-in-waiting. They think in spreadsheets.
The difference between the two paradigms is much deeper than data import/export, and exposing most spreadsheet users to scripting languages (even with good import/export) won't convert them, it will just turn them off. I know this from hard experience, having built a domain-specific scripting language on a previous project that was trying to make software for petroleum economic modelers (i.e., sophisticated but non-programmer business experts). Every feature request we got boiled down to, "make it be like Excel, complete with an interactive grid UI".
It isn't short-term thinking that drives this kind of user to build complex models in Excel. It's that Excel fits how their minds work. Partly that's because spreadsheets are intuitive for many people, and partly it's because spreadsheets been mass-adopted for so long that they're utterly entrenched. Trying to get spreadsheet users to think more like programmers is a sure way to keep them stuck on Excel forever.
Here's an example of how different the thinking is. In a programming language one first builds a computation abstractly (code), then instantiates it on concrete data (input) and looks at the results (output). Spreadsheet users don't do that. They start with a concrete example, build the formulas they need to get that particular example working, and then (if they need a similar example) copy what they did and tweak it. In other words, a spreadsheet user is never looking at a pure abstraction; they are always looking at a concrete example, even when the computations they're building up are complex. If you showed them all the formulas at once, they would recoil. I think this low tolerance for abstraction is one reason why spreadsheets fit the minds of non-programmers better, and also why it is so difficult for those of us who are comfortable with abstraction (and thus with programming languages) to appreciate how different spreadsheets are.