Also, you should know that specification languages based on programming languages were the norm before TLA+. TLA+ intentionally broke away from that to offer something different, because Lamport believed it is simpler. I agree, but if you don't, you can use the specification languages that preceded TLA+, like Isabelle and Coq. So you're going to the one language that tried to make things easier by changing things up and asking, why did you change things up? Despite all that, after a three-day workshop, programmers use TLA+ to specify large and complex software systems, something that those who learn the programming-language-based specification languages do not, so perhaps Lamport was right.
For example, when in TLA+ you specify the function, f, from the integers to the integers such that f(x) = -f(x), you've obviously defined the zero function; I'm not aware of any programming language that works like that. While TLA+ doesn't have macros, the value of x = 3 ∧ Foo(x) = 5 might not be equal to x = 3 ∧ Foo(3) = 5, and I'm not aware of any non-logic programming language that works like that, either, at least not without some hidden complexity (simple mathematics also doesn't work like that, but this is because TLA+ is a modal logic), and logic programming languages have syntax that isn't any more familiar to non-logic programming language programmers than TLA+'s.
I believe the reason this comes up in the first place is that people confuse TLA+'s mathematics with programming (or else why would they even ask something so different from programming to look like programming?). There are specification languages that are, or look like, programming languages; TLA+ came later and is intentionally different -- what's different isn't just the notation but the very meaning of the expressions you write. Why is it different? Because mathematics is simpler than even the most basic programming language -- which has such complex notions like a call stack or evaluation order -- and therefore clearer, and clarity is of the utmost importance in specification. I grew to appreciate that a great deal, and I think that decision makes TLA+ both clearer and more powerful than other specification languages. But you are right -- familiarity to programmers isn't one of it's strengths, but it has many others that, in my opinion, more than make up for that.