Yeah, that's kind of a weird way to phrase it or think about it.
I think the most probable thing is that they were fine with Star Trek, but they wanted to make it have more potential to grab audiences. The last few Trek movies really sucked at that, and overall the movies were never really blockbusters. Star Trek was badly hurt, and at that point it doesn't hurt to take a look at other successful space dramas to take a cue from them.
Because if they're going to make movies, they need to not make extended episodes like Insurrection. They need to ditch the TV show's talky parts, moral dilemmas, and slowness, and just focus on the whiz-bang action and character quips. That's just what Star Wars happens to be, and it works. I'm not sure there's any shame in doing that.