"Syntax-Free Programming" is as much an oxymoron as "Language-less language". It may be graphical; it may be less rigid (what they're talking about here), but it's there. I would recommend that they look into Simonyi's work on Intentional Programming.

I've spent a long time on this idea and came up with something that follows an MVC pattern, so that I can have Syntax X, and you Syntax Y, and your modifications are seen as in Syntax X to me, my modifications seen as Syntax Y to you. The language is the model and the syntax (graphical, textual, etc.) is just the view/controller. (But it was kind of a nightmare: to get it to work I had to create an OS from scratch using the principles, for example.)

Again, "syntax-free programming" is a really poor choice of words for what they're working on.