I've been learning Ruby myself lately, and I don't think it's quite as simple as "go build stuff in it." Much more helpful for seasoned people to say "take a class, join a meetup group, and get some help because it's normal to get stuck and need help." For someone who's never programmed before, just installing the right software and setting up an environment of any sort is intimidating and easy to get stuck on.
Sure, you need to start building stuff, but RubyMonk, CodeAcademy, and others like them are great ways to get people interested enough to take the next step. We just need some good resources to take those next steps, and Googling doesn't always lead you to a good, accessible resource (I hear http://learnpythonthehardway works for Python, but don't really know of similar resources for other languages).