some people do it because 2 medium end cards = more power & is cheaper than the 1 high end card. Some do it because they simply have multiple displays.
I feel that having more than two is stupid, as the power of each card in SLI goes down the more cards you have. Even when running two cards, you get 100% of one and around 80% of the other. Though it seems the upcoming Nvlink will allow full utilization. Look here, the person should get something in the region of 165.4 average on their 970 sli, instead they get a mediocre 122.0 average:
Love it or hate it, they still broke 100 fps at the cost of only a bit more than a 980.