There never really seemed to be much of a hacker culture around haskell. People liked to talk about it much more than they liked to build things with it.
By contrast people really do seem to love building things in rust.
I think this is also the result from Rust being really good in two spaces that have faced little competition before.
Anything that was written in C or C++ before, and anything written for the web (Rust seems to me to be the only language that cross-compiles easily to WASM, and is useful in the required GC-less context).
So now there are a lot of programs in C/C++ that people have been using for years that often cause some kind of issues, because it's really hard to get memory safety right here.
And there are a lot of things written for the web, where people want something more sane than JS, and even though typescript already filled that hole in a sense, there is just so much space here that Rust still has little competition here.