[pandalicious]

"apps my mom could build" kind of describes Excel workbooks. People effectively use excel to build (highly constrained) GUIs for processing data using custom logic that they specify themselves. And excel's popularity speaks for itself, it's completely pervasive. So that's the answer; the audience isn't programmers, it's the officeworkers all over the world currently using Excel to automate office tasks and want a better delivery mechanism than a shared Excel file on the office LAN. That's such a big pie that even capturing a small slice of it might be a reasonably profitable endeavor.

[miek]

You are spot on. I know a ton of people who fit your description. I wish this were higher up the comment stack. So many people are missing this simple viewpoint.