Earlier quoted context omitted.
And why setting up LUTs and interconnect is not a programming?
(Apologies for deletion. I moved my comment to parent. Won't try that again.) It is, but on a different level. I think the analogy would be that in VHDL/Verliog you are dealing with a template or macro language (which is executed to generate code) as opposed to a low-level language (which translates almost directly to machine instructions).
Or even crabs: http://hackaday.com/2012/09/28/making-logic-gates-out-of-cra...
Anything which can be used to implement any kind of computing in a broad sense is a programming, as long as it's done using a well-defined formal language.