I'm surprised more people haven't said "Marlins". It seems like every debate I get into over "success" evolves to "I play to win the WS". That said, I think success in HBD is meeting your team's goals. I'd obviously love to win the WS every season. But that's a retarded goal. My primary goal is the playoffs. Failing that, my secondary goal is contention until the very end. After that, it's .500. At my lowest points, it's avoid 100 losses. Sometimes you have to adjust the goal.
In my mind, if you think failing to win the WS is an HBD failure, the game would be miserable. Why pay $25 to be miserable for 3 months?