I am obviously biased but I think “fun” remains an underrated factor in why people get pulled into software and away from programming. Programming is really really fun! It was addicting for people well before it was an extremely lucrative job.
Yes, you can rant about “doing your time” and the virtue of pipetting like our humble forebears. But, personally, like Nathan, I'm much more optimistic about finding ways to make biotechnology more dynamic, exciting, and engrossing to work on than I am about changing people's deeply held motivational drives.