This is a great evolution of the open source SpriteBuilder. Kudos to the developers for putting something together that really looks usable by the average Joe - like Hypercard. On the other hand, I doubt many average Joes still know the reference to Hypercard.
Don't disagree re the average Joe, but as a semi-technical Joe without the chops to really code this is exciting. I'd like to see more non-game demos to better appreciate the scope, but SalesForce integration screams small and medium business use-cases.
Same with Macromedia Director, which also had Lingo (which was similar to HyperTalk). I never considered those apps as "no programming required" but more like "less programming required"