Point of order: i can't code my way out of a wet paper bag and I've never been a developer at all in my entire life, but I am a pretty handy sysadmin—and that's why I wanted to self-host. Not to hack on the code (I leave that to folks who can do it without curling into the fetal position, which is what I end up doing), but to have the pleasure of hosting a community my way and on a server I already pay for.
So, cloaking the download behind "Are you a developer?" is a little sideways, imo, just because developer != admin (and, much love to the devs I've worked with professionally, but most of them are sucktastically awful at anything resembling operations or security, at least as it applies to big-picture best practices in a multi-tenant, multi-application environment).
However, that being said, "Install from Github" is perfect. That avoids the "what if i'm not a developer but i want to self-host?" question.
tl;dr: the bikeshed should be purple