[Haskell-cafe] Haskell as embedded DSL

Folks, Do you have examples of using Haskell as a DSL in an environment NOT targeted at people who know it already? I'm thinking of using Haskell to build my Mac trading app but I'm very concerned about dumping Haskell on the trading systems developers. It seems that using, say, Ruby as the trading systems DSL would give me a leg up since it's simple and syntax and generally warm and fuzzy. What do you think? Thanks, Joel P.S. Yes, I'm a big fan of "Composing Financial Contracts" -- http://wagerlabs.com/