A Lisp is a good choice for an embedded language. Many people believe Lisp is hard but the syntax is relatively light, especially for non-programmers. There is essentially the prefix notation and that's it. Precedence rules are always unambiguous. Function names and variable names can be the same. You're pretty much free to use any characters you like for fun and var names.
With Lisp you can bend the syntax to your liking; the users do not have to learn common lisp. It is easy to extend and to provide, simpler facilities, such as expressing business rules or extracting data from files.
I guess my point is that the power and complexity of say Common Lisp, enables the provision of simple, domain specific constructs to the end user. Many other embedded languages will mean those users learning the intricacies of that language.