Probably most programmers or script kiddies are going to like and/or had the idea of having a programmable game.
But if you’re concerned about players not wanting to program, maybe don’t put in the feature at all? A programming game will be a very niche game, few will like it, but if you appeal to those they might like it a lot.
Of commercial interest could be some kind of “edutainment” software that is targeted towards “yuppie parents” who want their kid to learn “IT stuff” early. Something like “Creative programming for kids is fun!”. As a six year old I would have loved that =)
It also totally depends on what you can control with the virtual computer. Some combat bots? Or maybe make it so that only some players will program, and others who don’t want to program can just use and combine their modules ingame. But that is basically modding.
Dragon Age had a very simple interesting module to “programm” the reactions of your NPCs. Very simple grammar, just a list of “if” event then do some slightly configurable action.
http://media.giantbomb.com/uploads/0/3661/1734446-dragonage2_2011_03_13_20_41_05_49.jpg
The only other widespread easy to use programming language I can think of is excel. Or a simple variant of graphical programming languages where you connect inputs/output of modules. Like in the blender game engine. Or maybe in the even simpler form of most procedural texture generation toolkits. For example werkkzeug you just stack modules on top of each other to connect them. Very easy to grasp.
http://pcg.wikidot.com/pcg-software:werkkzeug
Or logo, but that’s just an outdated iterative basic.
Anyway, just thinking, because the idea sounds cool.