> it was technically competitive but had already lost the popularity contest.
I think that’s the case. It never gained traction outside of niche markets. Most ISPs in late 90s were running a lot of BSD-based servers, companies like Apple, Juniper, Sony, Nintendo are still using BSD kernel and/or other components in their products, but it was and still is relatively little-known OS.
I can’t say I’m happy about that. I’m currently working on an embedded Linux-based firmware, I’d gladly switched to BSD. Maybe it’s just my irrational fears but I feel BSD is more reliable. However, that would require too much work to accomplish. I need stable and reliable GPU and WiFi drivers; hardware vendors (ARM and Realtek, respectively) only ship drivers for Linux, and I don’t think I’m competent in that area to attempt to port them, I never did substantial work on Linux nor BSD device drivers.