The term "mere text" makes me want to butt in here.
A language is a system of symbols with syntax, semantics, and meaning. It can take the form of keyboard clicks, mouse clicks, auditory signals, or any modality capable of carrying information.
Its suitability is not a function of its mode of transmission, but of the directness with which it maps onto the mental concepts it is being used to express.
A simple measure of that directness is discovered when you change your mind: how hard is it to change the "code" without introducing a "bug"?
Take a look at this.
ADDED: Having just looked at the Simonyi stuff, maybe I can give an opinion of what's useful about it.
On the negative side, I'm not impressed with the emphasis on WYSIWYG and non-coders being able to build apps. People love pixels, especially colored moving pixels, especially if they are in California. Surely something can be done in toy domains, but as soon as you want to do your problem, you'll be disappointed. This is an AI problem, and it is worthwhile to work toward it. It is dishonest to claim to be near achieving it.
On the positive side, I wrote a book, where I talked about the Linguistic Method that sounds a lot like Language Oriented Programming. I like to base things on theory, so I based my approach loosely on Algorithmic Information Theory. That may sound scary, but it's basically about how to approach the most compact (but still meaningful) representation for units of information, and that includes programs.
I took a tangent from that. Rather than look for compact programs (which are good) I looked for the most compact stream of edits going from human brain through fingers/eyes to computer. That encompasses not only the writing of programs, but their maintenance through a lifetime of requirements changes.
I came up with the idea that basically if you seek to minimize the maintenance edit stream you necessarily improve the language to the point where it could well be called domain-specific. This is worth doing aggressively and being willing to swim against the tide of what is popular, because what is popular is holding us back.
I gave a number of examples, and I continue to give them, but they are all practical first, and pretty second. They are ways to get specific jobs done, but they are not good at starting one of the flashy bandwagons that programmers seem to hunger for so much.
So I didn't really intend to toot my horn, because that's a waste of time, but maybe I've given a bit of a reason why Language Oriented Programming, as I see it, will be a useful thing.