> It's not like you can easily choose your passport like choosing a sports team or college or something.

If you're rich, you kinda can. This website appears to be associated with an investment firm of some kind, and there are many visa investment programs, and even some citizenship investment programs. Quite a few high wealth people use multiple citizenships as an "insurance" of sorts, in addition to increased convenience during travel (using your dual citizenship's passport to travel to one where your passport isn't visa-free).