Well the language is explicitly programmer related, e.g. "If you're like a lot of programmers you may have considered one day joining a startup" and "the event is free, but since more programmers may want to attend than we have room for..."
The event had a clear focus on being for programmers, which is fine by me. I'm just saying another event, geared towards non-programmers, with a different focus, might be useful.
I think they would have wanted solid sales/marketing/design people to apply too.