Obama is leading by example. He and his biggest supporters are people who never in their lives imagined that they would ever write a computer program or anything close to it. There's a cultural barrier that's hard for most of us to see, a clear demarcation between most people's daily lives and the idea of writing even the simplest program. Crossing that barrier is hard, real hard, and I am surprised and encouraged that Obama took the plunge.
Code literacy is important, not so that the average person can become a 10X engineer but so that they can understand what's happening in the world around them on another level. It's the same reason that people should learn physics or chemistry or biology. Because these processes control our world and a basic understanding of them, even if we don't use it professionally, can help give people valuable context. Hopefully this kicks off more interest in learning the basics so that in ten years the sales guy won't think that coding a full featured CRM from scratch will take you a couple of hours over the weekend. We're moving toward a more automated world and the value of understanding it is increasing exponentially.