People on this board have talked about programming as a gear in your brain that, to a first approximation, you have or you don't. I'm wondering if there's some well put-together resource you can direct someone with zero experience and just a web-browser to and say "if you're having fun an hour from now, you have the gear, good luck" -- maybe something on Khan academy?
(I learned to program a long time ago, and I started with BASIC program listings in my math textbook -- I don't actually know what the optimal onramps are now.)
I assume you mean Project Euler? If so, I heartily second that, and I have introduced at least one person to programming (in Python) via it, and she was extremely enthusiastic about it. (Admittedly, she was/is extremely mathematically talented, so there is a confounding factor there.)
For me, this is one of the best bits about solving Project-Euler-esque questions: often one can make progress and solve a question with a relatively simple (but still really cool!) program, but there's always more tricks to learn (how to cut the run time in half, how to half the number of lines of code, etc etc.), and so more chances to be a diabolical genius!
And then coming back to a few of the questions and solving them in completely different language to see how neat/fast/short one can make the program that way (for people who started with Python, this might mean experimenting with C or assembly or a lisp or Haskell).