As far as I'm concerned JJ is still at the flirting stage, the heavy flirting stage with his audience. There's been innuendo, denied innuendo, photos released with dramatic headlines which showed NOTHING and then an actual video that while hot was over before it began.
This is FUN. How often does this happen? How often are we all panting in anticipation of new trek? ENJOY IT PEOPLE! ENJOY THE HECK OUT OF IT!!!
If you can't enjoy it well.. go watch your secret free dvd's from the last 700+ incarnations of Star Trek and leave the romance to the rest of us.