What's not so easy to understand for an imperative programmer is this: Why should I jump through those hoops just to have a readonly structure? Why not just, you know, program imperatively?

I think this is a big part of the problem explaining monads. If you don't have the problem, you don't care about the solution. And if you're an imperative programmer, this looks like saddling yourself with a problem you don't need to have, and then jumping through bizarre hoops to deal with the complications caused by a set of restrictions that you didn't need in the first place.

I think instead the right approach is to sell people on the benefits of immutability, and talk much less about monads. When they start to need them, they'll start to see why they want them. Once they see them solve some problems that they actually have, then they'll start to get it.