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Matt's right on the money. Word of mouth will do wonders over time if quality is present. And not to seem mean, but just because you think your MUD is "intriguing and well-written" doesn't mean everyone will. Besides, not every player out there is looking for "intriguing" or "well-written". Many have specific, less-than-quality concerns. It all depends on the type of MUD you've got. Someone looking for a PK emphasis might not give a rat's ass about how well-written the room descriptions are, they care more about the fluidity and balance (or lack thereof) of the combat code.
In the end, you've got to have the philosophy to produce the highest quality you can for the type of MUD you're offering and then hope it meets the players' standards. Those that it appeals to will help bring in others and the process will snowball. Yeah, in the end, you may end up with a small snowball, but that's the risk you take.
Keep in mind that while you say you don't understand many players' obsession with the number of PCs online, you yourself are concerned with attracting players. If it's good enough to be a sign of success for you, why not the same for those looking to play?
Take care,
Jason
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