I've said for awhile that Pandoc is one of the very few Haskell programs that isn't exclusively used by Haskell programmers.
There are plenty of interesting Haskell programs (e.g. Xmonad, Darcs), but a lot of people explicitly use them because they're Haskell.
Pandoc, on the other hand, is useful to pretty much anyone who has ever needed to convert documents. It's one of the first things I install on most computers.