Besides the science, IF is great as a 'lifestyle' diet. It's a simple way to balance food and exercise through awareness and knowledge rather than fads or short-term programs. I think that's why it's caught on well with lifehackers.
You don't have to care about choosing your food according to the diet or to count calories.
You don't have to figure out if you are withing the limits of the diet, or feel bad if you've eaten something extra.
On the days you're not fasting, you can eat whatever you want.