You make a good point here. We don’t want Haskell to be adopted because we are better at advertising than anyone else. We want it to be adopted because (we believe that) it’s a better way to write software.
But “a better way to write software” encompasses more than the language, dear to my heart though the language is. It encompasses compilers, installers, libraries, tutorial materials, and community. I think we (all of us) want to make all of these things better.
So I see a drive to “adoption” as shorthand for “make the language and its ecosystem of tools, infrastructure and community work smoothly together, so that there are no barriers to adoption, and so that the benefits of adoption are clearly but truthfully displayed”. That’s a bit of a mouthful. But if the shorthand doesn’t work, or can easily be misinterpreted, we should work on the language.
The other thing to bear in mind is that what is a barrier to adoption for a company may not be a barrier to adoption for a hobbyist. If I’m going to bet my company on your language I want to be pretty sure that I’m not going to be stuck because SPJ goes awol and GHC doesn’t work, or that a new release carelessly breaks everything. I need robust tools and the confidence that they will work.
So the bar is higher for adoption at larger scale, and that in turn needs more resources, which in turn may be available if we have a credible story for how they will be spent to give that higher level of reliability. The HF is in part there to provide that credible story.
So I see the HF’s apparent emphasis on corporate users as being to do with addressing that higher bar. But everything done for that higher bar also benefits hobbyists, teachers, students, open-source enthusiasts. It’s not “instead of”, it’s “as well as”. We really do want to improve Haskell for all audiences.