I think the era of having proprietary languages is behind us. Most companies in the last decade or so have burnt their fingers by ignoring or not incentivising the developer community. If you expect people to pay for your programming language, growth will be hard. If you expect people to learn a new language in order to operate your software, growth will be hard and will take a lot longer.
While creating these walled gardens may sound great in the first few years for the business, it's a losing strategy in the long run. In the long run, developers will pick some other software (even if it has fewer features) if it helps them get up and running in a familiar language and environment. I know I would. Plus, if I can't re-use this language anywhere else in my life, why should I invest time and energy (unless I'm desperate for a job). Else, the upside generally isn't worth it.
If businesses need to cater to the non-programming crowd, that should be done either via UI interfaces or simple DSLs, definitely not complete scripting languages. Creating & promoting a programming language is a lot of work. Just ask DHH at Basecamp. Hoping a new language will be valuable to developers is just another problem in your business that you artificially created and could have done without.
If the business does decide that they need a new programming language, they should have some really really really good reasons. "But, but .... how else will I massage my ego?" is not a valid reason.