http://wharton-vip-webapps-talk.heroku.com/slides/1
To a lot of people (and in the context of my talk, everyone), "learn to code" doesn't mean starting a fun hobby; it means building an MVP. In my talk, I gave several reasons why programming is rewarding and fun, but I also said if you're a business person, doing it yourself might not be the best business decision. The third slide at that URL makes the point that to build the full stack of a Rails application actually requires mastering quite a lot of technologies (fewer if you deploy in a PaaS, of course).