I think it's fine to cheerlead for Haskell, as we're all happy to increase the size of the community. What we don't want is for the community values to be diluted by that size increase, which is the sense in which "avoid success at all costs" seems to be meant. For example, I'm always happy to help someone understand monads, but I would be very unhappy if that involved renaming them to "workflows".
The notion that terms like "monad" are nothing but shibboleths is very common and completely misguided. Instead, these terms are used for a couple of very good reasons.
First, the simple reason that they are accurate terms for which there are no good replacements. The English language does not have the necessary scope to cover the relevant abstractions. This leaves you with two options: use the accurate term from mathematics, or make up some new term. Either way the term will be something new to most people, and making something up does not provide any value.
This leads me to the second reason: the mathematical terms actually do provide additional value. If you are working with monoids and do some Googling, you can discover a wealth of information that is directly applicable in practice, for example you can learn that List is the initial monoid [1]. You don't have to learn any of this, it's completely optional, but if you do choose to explore it you can get real benefits. Renaming monads "workflows" would prevent you from gaining those benefits, and would not get you anything in exchange other than making the people who are scared of math more comfortable.
