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…
Both Steven Levitt and Jared Diamond devote a lot of ink over whether or not their theories are testable, while Malcolm Gladwell tends to just find anecdotes which seem to back his theories up.