"Nontechnical people -- for example marketers or small business owners -- increasingly get the feeling they should know more about technology. And they're right. If you can throw up a small website or do some real number-crunching, chances are those skills will help you feed your family. But how should they get started?"
Every application will have tools that are more or less appropriate for the task at hand. Even just the two you listed -- throwing up a small web site and doing serious number crunching, are very different tasks, and there is no one tool that would be ideal for both (for some definitions of 'serious' number crunching).
It sounds like you're focusing on people who have no desire to become techies down the road -- people who don't want to invest a lot of time in learning the nuances of different programming tools. The most widely applicable tool available right now is probably Java, but I wouldn't recommend it to people who aren't interested in software development for its own sake.
Marketers and small business owners would be best served by farming out things like web site development -- good web development requires a very broad skill set that is rarely found in any one person anyway. If you want to learn some basic programming to automate repetitive administrative tasks like manipulating Excel spreadsheets on Windows systems, learn C# (...I feel so dirty). Visual Basic would be a good choice too.
Personally, I'm a Perl guy. I LOVE Perl. I deal with lots of text files, often on non-Windows machines. Perl is easy to learn, it can run on lots of different operating systems, and it has an AMAZING collection of modules that let it do just about anything. But... I can't really recommend it to someone who's probably never going to need to interface with anything but Microsoft applications on Microsoft operating systems.