But Michael - let's not forget JJ Trek did not do as well as Paramount thought it would. The success of the film rests on the marketing - no Trek film, not even the motion picture got as much attention as mac store Trek. Shoot, Gene's death didn't get as much ink.
True, but in the same vein I know plenty of people who aren't Trek fans that went to this film and liked it.
Personally I didn't particularly care for it but you can't deny it had a broader appeal than previous films.