If you do a lot of cooking, it would be a great deal!

These people may not be doing much programming daily, granted. But programming is just the means, not the end: the end is to work with information. And everyone in an office setting works with information. Becoming even a little more efficient with large amounts of information is a great benefit, and only requires a tiny bit of programming aptitude.

You can think of it like learning to touch-type: invaluable even if you only do typing tangentially to your real job.