Actually whistle I did benefit from one. I went through college to get a B.A. in Comp. science. You aren't going to be a master of language x after reading one of these books, but then again even if you RTFM on the language you still won't be a master (you really have to program in the language a lot to master it). I think 24 hours is pushing it a bit (although the book must be pretty condensed in order to merit a 24 hour title). But 7/14/21 days is not that unreasonable. Basically for the most part, to pick up a new language you need to learn the syntax of doing basic programming tasks in that new language. The concepts (iteration, conditionals, variables, etc) are the same, it is just a matter of learning how to do it in the new language. 7/14/21 days are plenty of time to pick many of these concepts up, at least at a basic level assuming you put enough time for it. I don't think Learn X in 21 days involves spending just 10 minutes each day. But an hour a day may be enough.
I doubt you'll go from not knowing what the DOS prompt is to programming at an intermediate level in 24 hours. But going from C# to Java in 24 hours (at least the basic syntax) is not impossible. You won't be a Java master. But you could probably write a web service in Java to read from your ODBC database. And basically with more practice you will get better.
I had a job interview for a company once that wanted MS Visual C++. I told them I did not know it, although they suggested I read about it. I found the text for some Learn Visual C++ in xx days (I forget) and as the economy sucked at the time and job offers weren't exactly abundant I thumbed through the book and did some of the exercises in 2 or 3 days (the book included some good MFC examples). When the interview came they gave me a Visual C++ test and were rather surprised I did as good as I did. I got about a C on it. Considering I admitted that I did not know Visual C++ (and the test was not multiple choice) I did pretty good (especially considering I was not taking looking at VC++ seriously either). Now I don't remember anything from that book (because I didn't use the language that much), but at the time it did stuff a fair amount of concepts in my head. It gave me the ability to read VC++ code and to at least follow what it was doing. It also a good base to go researching more to actually write programs. I would recommend the book just as any other (if I could remember which book it is).
As has been mentioned, as the shorter the time period the more concise the book. At the same time they seem to be geared more towards intro types, so they are an easier read (than say Bjarne on C++). They also tend to focus more on the most common uses for things rather than giving you every possible syntax up front.
In 24 hours you probably are not going to learn anything, particularly how to program if you have never seen how to do it before. But the books often have the most important concepts of technology x in them. Ignoring the 24 hour, 7 days, 21 days, etc. and focusing on content, a lot of them pack you with the fundamentals and get you going with some problems which is a valuable approach. I mean if you read all of Bjarne on C++, you probably aren't going to retain that much. Many of the Learn X in 24 hours books are full of practical examples to get you moving.