Who cares, unlike 90% of the rest of the Trek movies and the recent shows and the recent time traveling plots, this movie was, engaging and accessible. I realize that these ideas are antithetical to what many trekkies love about the series but just that core group of elitist hardcore fans really isn't deep or wealthy enough to keep the franchise afloat.
Could it have been the adventures of Captain <some new guy> and his vulcan first officer and a bridge crew of people we don't know and don't care about in some part of the federation we've never heard of and a planet we don't care about? Sure, it could have... but considering this movie has already made almost double the previous highest grossing Trek movie of all time and something like 5 times what the last movie made...