I'm thinking they're trying to get the most out of the science fiction buck these days and trying to turn Star Trek fans into Star Wars fans and visa versa.
Well, obviously. It's something they should
have been doing from the beginning. Why wouldn't the Star Wars filmmakers want Trek fans to watch their movies and visa versa? If you're making an outer space adventure movie, wouldn't you want to try and attract people who are already fans of other outer space adventures?