I think they've got a good idea. But after spending many minutes "Getting Started," I haven't seen the first graphical visualization yet. If their target is "...executives, managers and others who are increasingly asked to have some background in programming" as TC suggests, they have a long way to go. Someone who wants "visualizations" wants graphical, not text.

Let's assume for a moment that TC has that bit wrong. In that case, I'm finding the NoFlo tool much less impressive.