Such an approach will violate the Cantor-Hume principle, which asserts that "the number of elements" of a set $A$ should be invariant under equinumorsity. That is, if $A$ and $B$ can be placed into one-to-one correspondence, then they should have the same number of elements. This principle is often defended as a fundamental principle for any concept of "the number of".
If one combines this also with the idea that if $A\subseteq B$, then the number of elements of $A$ is $\leq$ the number of elements in $B$, it follows that we cannot commit to the "intuitive" strict inequalities you mention for (0,1), [0,1], (0,2).
Those intuitive strict inequalities are hugely discussed (hundred of papers) in the philosophical literature surrounding Hume's principle, with the main point being the tension between that principle and Euclid's principle, asserting that the whole is (strictly) greater than the (proper) parts. Galileo famously pointed out this tension when he considered the perfect squares as a part of the natural numbers. On the one hand, they are in one-to-one correspondence, so they should have the same number of elements; on the other hand, most numbers are not perfect squares, and so the number of numbers seems bigger than the number of perfect squares.
My main point is that to have a solution of the kind you seek, your number-assignments will have to violate the Cantor-Hume principle, which will mean for many people that you are not speaking of "the number of" any longer.
And therefore you should probably itemize exactly which features you want to have in your measures. Finite additivity? $\sigma$-additivity? Achieving this with any generality will be difficult in the surreals, which are not order complete.
Meanwhile, one can consider various nonstandard counting measures, which provide a nonstandard measure similar to what you mention. Basically, one takes a nonstandard finite set $I$ in the nonstandard reals $\mathbb{R}^*$, and then for any set $A$ you count the size of $A^*\cap I$ as a nonstandard finite set.