[cm3]

Actually, Simon PJ clarified that it's "avoid success-at-all-costs" and not "avoid success at-all-costs".

[dllthomas]

I've always interpreted it (and I'm not sure Simon would disagree) as a serious "avoid success-at-all-costs" and a tongue-in-cheek "avoid success at-all-costs".

[tome]

In any case, it's mostly a joke.