I have heard the genre (which includes Malcolm Gladwell, Jonah Lehrer, the Freakonomics guys and Jared Diamond) described as "insight porn". The idea is to deliver small chunks of insight that is just counter-intuitive enough to be novel, but not so counter-intuitive that we can't take it at face value. It's a market that's developed in response to the fact that nerds are addicted to feeling like they're just a littl…
It doesn't seem limited to nerds, though. These books are always top sellers in places like airport book stores, so there's got to be a wider audience than that. If anything, I'd say these are very middlebrow books that hit a sweet spot in making college-educated (though not necessarily nerdy or even particularly smart) people feel smarter. They're like the USA Today distillations of behavioral and neuroscience research.
The nerdier equivalent would be TED.