For these guys the 'hard stuff' that really impresses me is interfacing with hardware. Scientific instrument controllers are notoriously proprietary and annoying to deal with. Though truth be told, in a small scientific environment not having user permissions is a 'feature not bug', especially if it's not siloed against other departments in, say a bigger facility.
Aside from personally knowing the CEO from grad school, a former co-worker of mine got hired into Emerald and basically transformed from a bioinformatician to a programming lackey... He may have hated every minute of it and quit.