A Business Analyst may or may not have a coding background, but their specifications can be quite technical and logical and hopefully they understand the details. The assumption is that if we create our own Sufficiently Advanced Online Rule Engine they can just set it all up without involving the more expensive programmers.
This is discussed a bit in the first paragraph, but I just wanted to reiterate that most systems I had to deal with like this were talked about in terms of supplying business logic, rules, and control flow configuration to a pre-existing system or harness that executes that configuration. The "real" programmers work on that system, adding features, and code blocks for anything outside the specification, while the other staff setup the business logic.
It works to some degree. I think things like Zapier can be quite good for this crowd, and a lot of mailing list providers have visual workflow tools that let non-programmers do a lot. A DSL like Excel formulas would be in this group too, since it operates inside an existing application, except that it's non-visual. Some document publishing tools like Exstream (I worked with it pre-HP, so years ago) did a lot in this space too.
I did read and appreciate the whole article, I just noticed this part for a reason - I'm working on a visual question builder again right now for a client who wants to edit their own customer application form on their custom coded website, instead of involving costly programmers. It always ended poorly in the past at my previous company, but maybe it'll be different this time.