They are being hurt by their own branding. It shouldn't be positioned as a way to create web pages, just like Code Academy isn't positioned as a way to create javascript. They are both ways to learn with instant feedback and solid instructions. (The instructions are in the app for Code Academy and in the HTML comments for Thimble.)
For non-tech users it is a tool to create web pages, though. They will go to that more easily.
For the tech users they know it's not an IDE and not meant to be. Anyone claiming the opposite is a troll/likes to bash Mozilla (cause it's trendy in case you haven't noticed) and so on.
And in case you dare to argue my point: if you're talking about an IDE guess what? Well, you already did. You're a tech user.
