I think that when members of the public want No deal, in the vast majority of cases its because they don't understand (and often don't want to understand) what no deal really means, and they think that "WTO rules" means trading what you like, with you like, when you like with 0 tariffs.
We are not going to get a better deal outside the EU than we had as a member.
There are many people (some on this thread I suspect) who would label any deal worse than we had before as a "bad deal" and who believe No Deal is preferable. I can see their logic, but if they really understood the consequences of No Deal, and if worse-than-we-had-before is unacceptable, then they should have voted Remain!
There are a few people who know exactly what it means and still want it, but these are a very small minority who are well placed to make money from the resulting chaos.
I can understand (to some extent) the politicians who don't want it taken off the table... I think most of them don't want a no deal, but think it is necessary to pretend that they do as a negotiating tactic... That said, it seems like a daft strategy; the EU know as well as we do what the consequences will be. It is nothing like buying a used car, or a trinket from a market stall for eg (where neither side has info on the other sides needs).
Its a very, very dangerous game of brinksmanship and I am scared that we could end up with No Deal by accident (even though neither of the two negotiating sides really wants that).