I know it's a marketing trick and I'm not a fan either. I know it takes time to learn doing RPA properly. But the time it takes to become proficient in an RPA tool is likely shorter than doing the same in, say, Python or some other language with wide applications in business automation.
What I mean is that a small business will usually not be able to afford a full time experienced programmer. And training a junior to do RPA will often be cheaper and faster than doing the same in traditional programming. Hiring a senior programmer will also be more expensive than a senior RPA developer.
I know business users sometimes do VBA and similar stuff to automate their work. But that, again, is often easier to do with RPA.
So, for a small business that cannot afford proper experienced resources, doing RPA is actually a rather viable option, imo.