I think they should use map in the text and fmap in the Haskell examples, while explaining quickly why Haskell uses fmap. You can translate an example with map in Python, JS, Java, etc. fmap is Haskell-specific. I also think we shouldn't tie "functional design patterns" to Haskell so much, but that's a bigger issue.
An alternate might be to have examples in multiple languages, colour-coded.