Not sure I agree with the sequencing. The basic message is that designing your presentation with the expected viewer in mind is really important. For code, it's designing it such that another programmer can grok it easily. For an interface, it's an end user.

To that end, I think it's a good thing that we recognize these are different roles. The fact that each role has a different set of audiences means they can specialize in catering to those audiences, which improves effectiveness. The issue is when we DON'T recognize the difference and try to lump them together.