At the time, FreeBSD could run Linux binaries faster than Linux could on the same exact hardware, for one.
At Yahoo, we used FreeBSD on all of our servers and Linux on zero of our servers, and that probably changed over time. I don't know.
It was just very stable. You could reboot without worry that a kernel update would break anything or prevent boot-up. It was almost a realtime OS considering how light it was. I don't think it actually qualifies as an RTOS but we knew exactly what performance we could get out of a particular server configuration, and if the performance ever deviated, we knew there was a problem. It was very deterministic in that way.
Linux may be as good or better than FreeBSD now. I don't know. But 20 years ago, Linux getting all the attention saddened me a lot.
At the time, if you wanted an open operating system, without any cruft clogging things up, FreeBSD was it.