Assault: High Tech War is the only modern/Sci-fi -type MUD I've played that has had a decent number of active players; the audience may not be large enough to make a profitable game. IRE's coffers can handle the required advertising and a slow-slope start, belike, but there's little that I've seen to show that the masses want modern MUDs.
And hey, they could call it pay-for-surgery or pay-for-steroids instead of pay-for-perks.
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