There are lots of people in the IT industry who still think that programming is the only authentic mode of software development. There has been a long series of "X-oriented Programming", trying to persuade these folk to adopt new ideas.
In introducing Service-Oriented Programming, Microsoft is showing some sensitivity to the feelings of these folk, and has clearly put some effort into having something nice for them. I welcome the fact that "service" is now a first class construct.
But I think that the term "Service Oriented Programming" is a misnomer. In a service-oriented environment, the programming inside a service is no different from the programming inside a properly encapsulated component, and the programming outside the service (between services) is probably better known as choreography or orchestration.