Yes and no - challenge: how would the people manning the checkout counter at my local supermarket benefit from being able to program? Not that supermarkets couldn't be improved by programming, but the people manning the checkouts are hardly in the position to do so? Granted, there might be other aspects of their lives that they might be able to enhance.
But, how many projects have you worked on where the if the client had built a basic prototype, it would improve your ability as a contractor to build it right? The client would have more appreciation/context for the level and scope of work needed for the project. How much more work would there be if every grocery-store clerk had such basic knowledge and appreciation? Is he going to make the job market more competitive in programming? No.
The result of an influx of beginner programmers (or a society-wide basic threshold of programming knowledge), IMO, would be more and better end products, reduced frustration on all sides, and more innovation. I hired teams/contractors for projects in the past, and was unhappy with the result. And I attribute it not to the level of competence of the contractor, but my own. I've taken up the mantle and begun learning to program over the last year (Python/RoR/PHP/JavaScript/HTML5/CSS), and am working on building my own prototypes. But I know I can't much get beyond that, and will need-and be better able-to identify, recruit, and collaborate with professionals to take those prototypes to the next level.
Many professional programmers are autodidacts, not university-trained computer scientists. You have to start somewhere. It is easy to find a free/cheap programming book and "get started." But that is a far cry from building a testable, scalable solution.
In today's society, where technology is ubiquitous, the author's call for programming to be a basic educational goal is appropriate. His eloquent framework about reimagining the "interfaces of our lives" carries weight. If the average person gave more thought to these issues, and had a basic understanding of the technology needed to pursue such innovation, the impact would be significant.
The world needs more autodidacts, and people who think critically about their environment. More education all around is a good thing for not just technology but society in general. Would these newfound beginner hackers detract or add value? I believe the latter.