My mom did this. Yeah, I would consider it a fad diet, though with the right mindset perhaps it could be useful. No amount of fad diets will help unless you're committed to changing your eating habits for the better, permanently. My mom used it in hopes that it would be a step in the right direction to helping her change her habits. She found that at the end of it, she didn't crave the sugars anymore, which is helpful in trying to create good eating habits. Some people do 3 or 4 of the 30 day challenge back to back.
Some time back I was working a very physically demanding, repetitive job. I developed arthritis in my shoulder. The vegan diet boasts of being a cure for arthritis so I gave it a shot. Sure enough, no more arthritis. After I left that job, I left the vegan diet. IMO it's not good for your overall long term health because it forbids so many types of beneficial foods. I was sure pleased with it for a season, though!
I tend to think a balanced diet is the way to go. I heavily restrict sweets and refined carbs but by no means forbid them. A piece of cake at a party or your child's birthday, or special treats for special feast days has its place among happy and healthy family life, imo, if you are otherwise healthy.