Behavioral Economics has only gotten "so popular" in non-academic circles. This is mostly due to the quasi-science of economics where we try to mathematically model the world. These "cute Freakonomics" type studies, while publishable in some outlets, haven't even come close to displacing traditional microeconomic foundations in mainstream economics.

I'm an Economics PhD and former professor and most of the research isn't taken very seriously. Everyone acknowledges that people don't behave "rationally", but no one yet has been able to figure out how to build these behavioral assumptions into a working model that is actionable.