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There are other perfectly good engines which could be used - there's no reason why a company would need to develop their own unless they need it to do something which isn't feasible with the currently available engines. However unless the mud owner plans to run a "stock Rapture" mud, they're still going to need to invest a huge amount of time and effort in order to turn it into a decent mud.
And where will the players for these new Rapture muds come from? The existing games mostly, I would guess, which is going to dilute the income of the other muds. And that, I imagine, is why The_Logos wants each such mud to pay "significant royalties" in addition to the $10000 licensing fee - a good business model for The_Logos, certainly, but not for the person running the mud. The market for commercial text-based muds is not huge.
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