I more or less agree with you. Do you have a graphical user interface for the package? Windows users want to double-click something to start with. One alternative is to install julia (I think the Julia installation is simple enough).
If the user is completely averse to command-line, given that Julia is installed, one could in principle provide two commands, one that installs the package and one that launches a GUI.
If the user is expected to actually use Julia writing some code, the greatest problem I see is that Windows user usually have no idea of where the files are, and what is the path to their scripts, for example. I experience that a lot by sharing an executable (Fortran) that is used by many people, but is expected to be run from the command prompt. The users double-click in it, and “nothing happens”, and it is hard to explain to them that they must put the executable in the path and run it from the directory where their input files are.
With that in mind, if one can instruct the user to 1) Install Julia. 2) run a single command (like launching a Pluto notebook), and 3) working with the notebook/application that is then opened, it seems easier than sharing a general command-line executable.
I don’t see having to to install Julia as a major problem (again, if we can provide a installer that adds it to the path that is even easier), and that is why, for me, the fact that the program is distributed as a standalone executable or not is not the major issue.
The problem is having one’s application as “double-clickable” in some sense, and that dependencies on opening data files or scripts have to be handled by following the standard searching and clicking in a folder browser. These two requirements, of the application, depend on writing at least a simple GUI.
Thus, if Julia is installed by a installer, and our application can be installed by a “double-click” that launches Julia and runs Pkg.add...
, with that creating another “double-clickable” icon, distribution would be easy. Most of the distributions to non-programmers could be done like that, without actually requiring an executable. Probably an effort to provide guidelines in these directions (and see what is missing for that to be easy) is worthwhile.