I think the other bit is not realizing what is possible.
Many non-developers only see as far as what paper accomplishments they have already created with their projects. Programmers, on the other hand, see further possibilities in data entry, management, and reporting, also methods to reduce the amount of work that could be done.
Sometimes that also leads to that XKCD cartoon, where non-programmers think the computers can do anything, or think that an automated X is the way to go. Seasoned developers can offer valuable insight on what might or might not be a good idea and provide wisdom on why.
I'm guessing a lot of business owners might dismiss good ideas as being too difficult/expensive when they're actually easy to program.
[1] http://xkcd.com/1425/