I'd be inclined to believe that the people drinking diet sodas perhaps did so because they knew their other eating habits were more inclined to make them fat. Thin people don't need to drink diet sodas, so why would they? Otherwise, it makes no sense that a zero-calorie beverage is going to make anybody fat.
Saw another report on tv with more detail. They say the "sweet" taste, although non-caloric on its own, stimulates appetite.