Unless you're on the rail pass, you would want to take Nozomi. About 2:15 between Tokyo and Kyoto stations.
What's the price difference between the Nozomi and the two slower versions? It's roughly an hour longer each step you go down, right?
My guess is that a lot of more price sensitive leisure travelers (vs business travelers) would take the slower train due to price if it's a significant cost to them (often because they're traveling in larger groups than a typical business traveler so more tickets to buy). And assuming they're taking the bullet train for the experience rather than look into the cheap inter-Japan plane tickets for tourists.