https://eng.uber.com/engineer-apprentices/
I don’t really know why Uber is doing it, but I wonder if in-house apprenticeship programs are going to become more of thing now.
I'm not sure what you mean by "non-technical" people. Didn't we all start at zero technical skill? If Uber have gone about this the right way and have some motivated hires with some of the right basic competency then they should do well.
In terms of technical mentoring I'd be very happy to engage with individuals inside a program like this. It's a very different story when you've got someone who was originally hired for a different role and you are tasked with helping them make the jump from a non-technical role to technical one. This can fail for a number of reasons, but it often boils down to motivation, and the individuals might have been better quitting to do something like a bootcamp.
I will say that I have gotten a lot of benefit from coaching/mentoring non-technical people on specific things. An example would be teaching a customer success manager how to capture useful info from the browser dev tools. They have a superpower and that results in them getting better troubleshooting info to help customers.