the Abrams TOS reboot movies were totally the right way to go to re-energize Trek
Sometimes there's merit in building a franchise that hums along at a lower level, but keeps going, rather than to pander to current fashion trends that are bound to become stale as fashions change and the prime-demographic groups age-out and develop more mature tastes.
JJ Trek will be lucky to get one more film after this, beyond which I think it will have been played-out. JJ will have left the building and it just won't seem fresh and hip anymore.
Star Trek still has a huge brand recognition. That is not going away.