Eh, for those who are wondering why keep it a secret, I agree with Abrams' take on it: there are very few surprises left in movies these days. It's shocking and wonderful when you get that "Oh shit!" moment. I've seen it several times and the reaction each time was absolutely great- gasps and people saying "OOOH!". I was ruined on accident because someone wrote a big spoiler on a UK site that had absolutely nothing to do with Star Trek, so I was upset that I didn't get to have that reaction. Really, the last time I had that reaction in a movie theater was watching Fellowship of the Ring for the first time. So I'm glad they didn't spoil it as part of a marketing campaign. Word gets around eventually.