It is important because programming doesn't always involve coding.
It is important because language can limit or expand our thinking and definitions play a role in that.
I think it is important to strive for moving away from coding as the primary means of programming a computer so we can democratize software development. So, we should not redefine the definition of programming to be "coding a computer".
> since it's not done on a regular basis
I don't think this is a very good litmus test.
> usually is called "configuring", or "defining workflow" but not "programming"
We used to say "program a VCR".
The word is even defined as "the action or process of writing computer programs." There is no mention of coding as being a required aspect of the programming process.