I believe that reframing the matter in terms of user empowerment might be the way forward. To create tools that help casual users accomplish tasks they might otherwise have needed a programmer for is to empower users. Excel is a classic example of user empowering software, as it allows people with the self-image of "user, not programmer" to effectively write programs, even if they may not recognize it as such. I think this reframing might help because scoffing at "user empowerment" would make somebody look like a jerk.