When kids on the team seem reluctant to start programming, I always bust out the smiley face demo: they push a button and the smiley face smiles. It's ridiculously simple, but that's part of the appeal - they see that it's simple and they want to know how to do it themselves. If I were to show them an Arduino blinking out a message in Morse code using an LED, they assume that it's over their head and could care less how it was done, but when I show a simple demo using the Mindstorms display everyone's captivated.
Each Mindstorms brick costs $200-$250, and parts can add hundreds of dollars to this cost. Since the price of the MicroView is 4-5 times smaller, there can be 4-5 times more people captivated by them - not to mention how school districts that have fewer funds can now introduce students to programming as well.