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You're missing four major points:
1) There are far more non-commercial muds listed here than there are commercial ones, meaning that the commercial muds are generally much higher in the rankings.
2) The largest of the non-commercial muds are present on the list, while the larger commercial muds are not.
3) TMS is only one form of advertising, and a relatively minor one (which also ties in to point 2 - the larger commercial muds don't even consider it worth bothering with).
4) It doesn't cost anything to list your mud on TMS, which makes the entire example rather irrelevent.
My previous answer stands: The non-commercial muds don't have the same amount of money to throw at advertising. Non-commercial muds can't generally afford to maintain banners on mud and general gaming sites, to buy advertising space in printed magazines, and so on.
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