I think it's just a case that Star Trek is not as popular as Trekkies think it is. Sure, the Abramsverse movies reinvigorated it (and then some) as a movie franchise, but they're still not a must-see thing for many non-Trekkies like Man of Steel
, Iron Man 3
, and Fast & The Furious 6
. Still, that doesn't take away from Star Trek XII being a successful movie in its own right and potentially the biggest ever among Trek movies.