the fact remains that hardcore fans are mostly older and many of them have problems with this movie and JJ-Trek in general. And they're vociferous to boot.
That's the IMAGE. It's also easily provable via the IMDB board. It's been in the pits ever since we knew for sure that Cumberbatch plays Khan.
The problem with going after the juveniles is that unlike all those other comic book franchises, Trek does not have a superman/superbeing at its heart.
And the "Trekness" you speak of is in direct opposition to what brings those other franchises their mullah: casual and willful destruction of life and property.
That is in direct contrast to what Trek has always been and should be.