That's an interesting link - though the product seems to be Windows specific.
The OPs question got me thinking ...
I'm not sure there is much to choose between the complexity of using the Arduino IDE or the program in that link - in both cases the user will need to download and install a loader program.
If the user has to download the Arduino IDE there is an opportunity to introduce another person to the fun of Arduinos.
Using one of the JVM languages it should be possible to write a program that runs on any PC and which, when "double clicked" will directly upload the sketch - in other words like the program in the link but with the Arduino sketch already included so the user is not aware of having to install a loader program.