I don't think even Rushkoff would disagree that not all people have the drive to learn programming. And I would agree that programming is not the only way that one can learn the knowledge that one should have in the modern world so that one can be adequately informed on security/privacy issues and so on. But it certainly helps. Coding is becomming a less specialised job by the decade regardless of what any of us think about it. If one espouses the idea that 'programming is as important as reading' even if it may not yet be literally or globally true, then we are aiming for the stars and in the process, at least perhaps hitting a mountain.
No doubt your father is an acomplished man, but he would be a better Windows power user or sys admin if he was comfortable with PowerShell. One of my pet peeves are server admins who don't thnk they need to know any programming and thus don't truly understand the requirements of the developers who interact with their servers.
I feel that we're discussing things (if you'll excuse the cliché) too far inside the box. If one has a very blinkered view of the advantages that programming can provide then yeah, it's just a highly specialised tool, useful only to a few. But that's not what programming is to me. To me, its about communication, expression of ideas and discovery.
You say that learning JavaScript won't help you to understand your computer better. I disagree. By learning JavaScript, you will involuntarily learn more about one or more web browsers and perhaps from there, you may become more informed on how information is transmitted across the web and perhaps from there, you may learn to better protect yourself through more consistent use of encrypted data transfer, just as an example. You are right when you say learning to program does not magically impart knowledge of file systems or networking but when I learned Ruby, I would have had to try pretty damn hard not to learn by osmosis at least something I didn't know before about these topics while I was learning the language.
So yes, in the narrowest sense, programming is not currently as important as reading. But what does the public potentially gain if we suggest that it is? And I predict that the distance between ideal and reality will close as the decades pass.