It's not at all like that. `goto` leads to hard to follow, bug-prone code.

> Why would an otherwise sane person write code with "rep" and without ever using "jmp"?

They wouldn't. Nobody is suggesting that you should avoid `jmp` in assembly. I think maybe you missed the point? The whole "avoid goto" thing is talking about higher level languages than assembly that provide proper flow control primitives like `if`, `for`, `switch` and so on.