I periodically think "Man, I really shouldn't be getting paid for this. Any idiot could stick these two APIs together." In my more sensible moments, I remember that that idiot only needed to know HTML, CSS, the DOM model, Javascript, jQuery, HTTP (mostly headers and status codes), Ruby, Rails, basic MVC design, Oauth, SQL, SQL performance, five-ish APIs to support the two that needed integration, how to configure and…
Also, with lots of embedded stuff, you don't get the "do over" of being able to update your server with the latest code. Once it has shipped, it had better work. In some cases, people's lives may directly depend on it, something that's probably fairly rare in the world of web programming.
I'd hire someone good with C pretty quickly, if I had the time to let them get ramped up, and they demonstrated the flexibility and willingness to learn.