After describing the rare soul who knows 'Vasudevah sarvam,' Krishna now turns to those whose desires pull them in different directions. When various wants dominate the mind, people turn to different deities, following whatever rituals and rules suit their specific wishes.
This is observation, not condemnation. People go to different shops in a market based on what they need. In the same way, people follow different paths based on their own nature and desires. Krishna is simply describing how human inclination works.
The key insight: someone who approaches the divine without any particular desire, seeking only truth itself, is the jnani. Someone who approaches with a specific want in mind follows the path that matches that want. Both are valid journeys, but they lead to different destinations.