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.
The cognitive load is really the hard part of dieting and weight loss. In one sense, weight loss is simple physics - calories in vs calories out. In another, food is fundamentally connected to our motivation centers, and dieting is a ridiculously complicated affair to align your long-term goals with the emotional effects of eating.