I got into programming because my friend talked me into taking an elective class in high-school. I was reluctant at first. But after I saw what it was all about, I realized how potentially powerful programming was: a wide variety of ideas that I could conceive I could turn into a "device" and shape it to my vision: the computer was a blank canvas and the programming language was a rack full of shiny new paints and brushes.......and it was fun and liberating, until the boss made me paint the corporate equivalent of velvet Elvises all day.
Maybe kids should just be forced to take a course until it clicks what programming is about. Some things just take getting over an initial hump of ignorance and confusion.