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It's really like short seminars. They're often structured with some kind of easy takeaway that people can apply quickly. I'd actually like to know more about how it became such a "thing" myself. As for why this instead of an article, well, I think people get turned off by long text on the internet. Plus, during the talks, there is often a visual or other component that the speaker explains or uses to interact with the audience. I don't think that this will help you get an idea of what the typical one is like, but Reggie Watts did a TED talk that was pretty cool.