Not computer programming, which is important, but content programming.
Someone decides what to put on the radio after that song you just heard. Someone realizes that Conan needs to do more than just tell standup. Someone decides that if every tweet is just like the tweet you just sent, it's boring.
We're all programmers now. We all have to decide what to post next, what to point to next, what to launch next. Is there a skill in dreaming up Must-See Thursday nights, or in establishing a season of Shakespeare or even in deciding what's on the special list at the restaurant? I think there is.
Yes, you must do great work. You also need to figure out how to program for your audience, even if the audience is only one person.