Probably because it plays to the gallery. If you were concerned about how Rice conducted her life and dealing with companies that would have her on the board then it's likely none of the items on that website would be new to you.

If such things did not concern you then your conscience would remain unpricked.

Is there a large body of people who lie somewhere inbetween?

If Tony Blair were suddenly on your board of directors, you would expect a similar website to appear about your business, that's what you get by engaging with controversial people.